Chng 1: TNG QUAN V CNG TY CRE8TIVE MINDS

1.1
-

Gii thiu Cre8tive Minds Group

Cre8tive Minds Group c thnh lp vo nm 1945 bi Frank Caplan v Theasa
Caplan ti Thy S, vi qui m ban u ch l 1 xng sn xut chi nh
Zurich. Sau 10 nm, cng ty tr thnh mt trong cc hng sn xut v phn phi
chi ni ting Thy S c bit chuyn v cc sn phm chi sng to pht
trin tr tu.

n nm 1975, sau khi chim lnh thnh cng th trng chi M, cng ty
bt u m rng qui m ra cc ton cu. Hin nay, Cre8tive Minds Group c 6
c s sn xut Thy S,M, Anh, Trung Quc, n , Braxin v 1500 ca hng
bn l 120 quc gia trn trn ton th gii.

Nhng nhn hng sn phm t ca Cre8tive Minds Group l:

C cu t chc

B my qun l ca Cre8tive Minds Group bao gm cc b phn chnh sau:

Chief
Executive
officer

Markets &
Products
C chc
nng qun l
hot ng
kinh doanh,
marketing,
pht trin
sn phm
ca ton h
thng

Community
Education
& Direct
Qun l thng tin
ca khch hng
thng qua chui
ca hng,
website, mail..
Nghin cu pht
trin v sn phm
mang tnh gio
dc cao

Corporate
centre
Bao gm cc
b phn: qun
tr ngun nhn
lc, cng ngh
thng tin,
truyn thng,
qun l dch
v,

Global
supply
chain
Qun l ton
b hot ng
cung ng, vn
chuyn, v
phn phi n
cc cng ty
con

Corporate
finance
C trch
nhim qun
l, iu hnh
hot ng ti
chnh ca tp
on,

S mng, mc tiu, tm nhn

S mng: Inspire and develop the children of tomorrow
Cre8tive Minds Group lun quan tm n vic kch thch v pht trin tr tu sng
to ca tr em, nhm mc ch gip tr pht huy ht nng lc tim n.

Tm nhn: tr thnh mt trong cc tp on hng u th gii trong lnh vc sn

xut chi thng minh.

Mc tiu: Inventing the future of play

Cre8tive Minds lun tin phong trong to ra phong cch chi mi cho tr, gip tr
em trn ton th gii c tri nghim qua sn phm chi thng minh, tr tu.
Cre8tive Minds khng ch cung cp sn phm thng minh, m cn pht trin nng
lc tr tu nhn thc ca tr em.

Slogan v Logo

Geared For Fun & Learning -dnh cho tr va chi va hc, qua Slogan ta phn
no hiu c Cuboro va l mt tr chi mang tnh gii tr cao cho tr va mt
tr chi gip tr pht trin v tr tu v t duy, rt gn vi mt cu tc ng ca
ngi Vit Nam Hc m chi, chi m hc. Khng nhng th hin tnh cht ca
Cuboro, Slogan cn th hin mc tiu v mong mun ca cng ty em n nim
vui, v s pht trin tt nht dnh cho tr em.
nh hng pht trin
Trong 5 nm tr li y, doanh thu ca Cre8tive Minds Group lin tip t mc
tng trng 2 con s cho d th trng chi trn ton cu ang bo ha trong
sut thp k va qua. Cre8tive Minds Group hi vng rng doanh s tip tc tng
mnh trong giai on sp ti, thng qua vic u t pht trin sn phm v m
rng th trng kinh doanh. Nm nh hng pht trin ca Cre8tive Minds
Group trong thi gian ti l:

Gi vng th phn ti Thy S: hin nhng sn phm ca cng ty chim 50% th

phn ti y.

Tng th phn ti M: Cre8tive Minds Group hin nay chim c 5% th

trng chi ln nht th gii ny, v cng ty tip tc nng con s ln 8% trong
5 nm ti

Tng th phn ti ng u: y l th trng c mc tng trng nhanh nht

trong thi gian va qua, v mc tiu ca Cre8tive Minds Group l tng cng m
rng nhiu chi nhnh trn th trng ny trong giai on tip theo

u t pht trin vo cc th trng mi ni: mc d mc tng trng doanh s

bn cc th trng ny hin ti khng cao, nhng li c nh gi s tng
trng mnh trong tng lai trong khi 2 khu vc trn tin ti mc bo ha, nn
Cre8tive Minds Group c nhiu d n u t pht trin th phn khu vc ny

u t pht trin chi sng to: tip tc pht trin danh mc sn phm tim
nng da trn kt qu nghin cu v th trng, khch hng.

1.2

Cng ty Cre8tive Minds ti Vit Nam

- Cng ty Cre8tive Minds ti Vit Nam c thnh lp vo nm 2011, l cng ty con

trc thuc Cre8tive Minds Group. Tn gi chnh thc ca cng ty l Cng ty trch
nhim hu hn Cre8tive Minds Vit Nam.
- Hin nay, cng ty s hu 2 ca hng chnh: Showroom v ca hng t ti siu th
Vincom, d nh s m 37 i l bn l khc phn phi sn phm ca cng ty ti
TP.H Ch Minh.
- Ton b sn phm ca cng ty c nhp khu t nh my sn xut ca Cre8tive
Minds Group t ti Trung Quc.
- Cng ty chn dng sn phm Cugolino xy dng thng hiu ti th trng Vit
Nam trong giai on u. y l dng sn phm g cht lng cao ca cng ty,
xm nhp vo cc th trng chu rt thnh cng nh: Thi Lan, Innxia,
Singapore,

 Chng nhn tiu chun cht lng

Chng nhn tiu chun ISO 9001:2000
Chng nhn tiu chun ASTM
Chng nhn tiu chun EN-71
Chng nhn tiu chun ST
Chng nhn tiu chun TCVN 6238 :3-1997
Cc chng nhn trn th hin Cre8tive Minds Vit Nam cung ng nhng sn phm
an ton, t tiu chun quc t v dch v tt nht cho khch hng.
C cu t chc

Tng gim
c
Ph tng gim
c

Phng Nhn
s

Phng
Ti chnh K ton

Phng
Marketing

Phng Kinh
doanh

n v trc
thuc
-H thng i
l bn hng
Ca hng bn
l

S mnh, tm nhn, mc tiu

-

S mnh : Inspire and develop the children of tomorrow

Tm nhn: quyt tm tr thnh Thng hiu hng u ti th trng Vit Nam cung
cp chi tr tu cng nh cc mt hng v dch v cho tr em, tr thnh im n
tin cy i vi cc bc ph huynh v cc em nh v cht lng hng ha v dch v.

Mc tiu: cung cp nhng sn phm t tiu chun quc t v an ton cng nh

kh nng pht trin tr tu cho tr em Vit Nam. Ngoi ra, cng ty cn tham gia tch
cc vo cc hot ng cng ng phc v tr em vi mc tiu Tt c v s pht
trin tr tu Vit.
Phng thc thm nhp th trng Vit Nam
Cre8tive Minds Group chn phng thc thm nhp l xut khu trc tip vo
th trng Vit Nam thng qua cng ty con (commercial susidiary) Cre8tive Minds
Vit Nam lm i din thng mi. Cng ty s m nhn vic nhp khu v phn
phi sn phm ca Cre8tive Minds Group. y l mt chin lc thm nhp
c cn nhc rt thn trng:

Th nht, khi Cre8tive Minds Group t chi nhnh ngay ti Vit Nam s gip cho
vic tm kim th trng v tip xc vi khch hng tt hn, kim sot cht ch
qu trnh nhp khu hng sang Vit Nam v ton b hot ng Marketing din ra.

Th hai, chin lc thm nhp vo th trng Vit Nam ph hp vi mt trong

nm chin lc nh hng pht trin ca Cre8tive Minds Group trong thi gian
ti- u t pht trin vo cc th trng mi ni nhm m rng th trng tiu th
sn phm chi thng minh.

Th ba, cng ty tin hnh nghin cu th trng trong sut 1 nm trc khi
xm nhp, v xc nh Tp. H Ch Minh l im h cnh y tim nng ti Vit
Nam. Tp. H Ch Minh gi vai tr u tu ca c nn kinh t Vit Nam. Nm
2010, thu nhp bnh qun u ngi thnh ph t 2.800 USD/nm, cao hn
nhiu so vi trung bnh c nc (1168 USD/nm). Tng GDP c nm 2010 t
418.053 t ng (tnh theo t gi thc t khong 20,902 t USD), tc tng
trng t 11.8%. y l khu vc chim n 11,45% sn lng tiu th chi
ca c nc.

Th 4, cng ty nhp khu 100% sn phm t nh my sn xut ti Trung Quc

nhm cung cp sn phm c cht lng m bo tiu chun quc t, tit kim
c chi ph vn chuyn.

Cui cng, chin lc thm nhp ph hp vi mt trong nhng nh hng ca

cng ty l tip cn trc tip vi khch hng hiu qu v nhanh nht, nn d mi
xm nhp th trng nhng cng ty tng cng m rng knh phn phi bao
gm: knh phn phi trc tip bng lc lng bn hng, ca hng ca cng ty v
knh phn phi gin tip thng qua cc trung gian phn phi.

Chng 2: NGHIN CU TH TRNG VIT NAM

2.1

Phn tch c hi v thch thc t mi trng v m

2.1.1 C hi

Tc tng trng kinh t Vit Nam cao v n nh. Mc d khng hong

nn kinh t ton cu, Vit Nam vn t dc tc tng trng cao trong nhng
nm gn y, vi nm 2006 l 8,17%, 2007 l 8,48%, 2008 l 6,18%, 2009 l
5,32% v nm 2010 tng trng GDP ca Vit Nam t 6,78 %. Vi tc tng
trng GDP nh trn, kinh t Vit Nam dc nh gi l c tc tng cao ng
th 3 trong khu vc Chu Thi Bnh Dng sau Trung Quc v n . Thu
nhp bnh qun u ngi: trn 1.100 USD/nm (2010).

Cha m ngy cng quan tm n s pht trin ca con ci thng qua cch
chn cc hnh thc gii tr ph hp cho con1. chi ph hp vi tng la tui
s gp phn quan trng trong hnh thnh tnh cch v nhn cch ca cc em trong
tng lai. Chnh v th, chi khng ch n gin l ci cc em chi, l
phng tin gii tr phi m bo v nhiu phng din: cht lng, tnh an
ton, tnh gio dc v thm m.

Vit Nam c dn s tr v tc tng dn s cao, tr em chim t l cao trong

tng dn s to c hi cho cc cng ty chi.Vit Nam l nc ng dn th 3
ng Nam (sau Indonesia v Philipin), v ng hng 13 trn th gii. Nhn
chung, quy m dn s Vit Nam kh ln, v vn c xung hng tng trong tng
lai. V vy y c th xem l th trng tim nng cho sn phm chi thng
minh.

Vit Nam c coi l mt trong nhng quc gia c tnh hnh chnh tr n nh
cao trn th gii. Vit Nam ch c duy nht mt ng cm quyn l ng cng

Cng ty TNHH Cre9tive Minds Vit Nam thc hin kho st trn 1000 khch hng c con t 0-12 tui

sn Vit Nam nn bo m cho vic thc hin nht qun cc chnh sch kinh t
trong thi gian di.
-

Vit Nam tham gia vo nhiu t chc kinh t th gii. ng ch nht l

vic Vit Nam tr thnh thnh vin th 150 trong t chc thng mi th gii
(WTO) vo ngy 1/1/2007. iu ny m ra nhiu c hi cho cc doanh nghip
nc ngoi xm nhp vo th trng Vit Nam nh vic ct gim thu quan, cng
nh dn dn hon thin h thng php lut, ci cch cc th tc hnh chnh Vit
Nam.
2.1.2 Thch thc

- V php lut, mi trng php l cho hot ng kinh doanh cha hon thin, cn
tr gin tip, tc ng rt tiu cc i vi qu trnh hi nhp kinh t nc ta ni
chung v xut nhp khu ni ring.
- Ngoi ra, Vit Nam cha c c ch bo v nh kinh doanh v ngi tiu dng.
Php lut bo v ngi tiu dng v chng c quyn c nhng vic p dng
vn cha tt v thiu cc quy nh c th thc hin quyn v bo v quyn ca
ngi tiu dng. c bit l cc hnh thc c quyn gy thit hi ln cho ngi
tiu dng.
- Th trng chi Vit Nam hin nay ang b chim lnh bi cc nh sn xut
Trung Quc vn c hi v khng an ton. Cui thng 5, Tng cc Thanh tra gim
st cht lng v kim dch Trung Quc (AQSIQ) cho bit gn 10% trong tng s
242 mu chi tr em (CTE) m c quan ny ly mu kim tra ngu nhin ti
nc ny c du hiu khng an ton. C ti 20 chi trong s ny khng t tiu
chun cho php, trong c 3 sn phm b nhim kim loi nng nh ch, crom.
2.2 Phn tch mi trng vi m theo m hnh 5 p lc cnh tranh ca Michael
Porter
2.2.1 Phn tch i th tim nng

Ngnh chi tr em ang l mt ngnh c nhiu i th tim nng mun gia

nhp vo ngnh. Da vo m hnh 5 nng lc cnh tranh ca Michael Porter c th
a ra nhng nguyn nhn lm cho mi e do gia nhp ngnh tng nh sau.
Th nht, vn sn xut chi tr em khng ln. c tnh Vit Nam nm 2009
c 100 c s sn xut chi chuyn nghip hoc l mt b phn trong x nghip
may thu, lm da, ch bin g, cc t sn xut, cc h gia nh. Ngun vn ca
cc doanh nghip ch c vi nh sn xut l c quy m ln cn li l doanh nghip
nh. V vy nguy c c doanh nghip gia nhp ngnh l rt ln. Trong c th k
n cc doanh nghip sn xut g ( nh doanh nghip c Thnh), doanh nghip
kinh doanh sa, sn phm cho tr em,
Th hai, tnh kinh t ca quy m khng cao. i vi ngnh chi tr em li th
kinh t khi quy m ln khng qu ln nh i vi ngnh cng nghip, in t.. V
vy, cc doanh nghip mun gia nhp khng s b b xa v khong cch chi ph vi
nhng doanh nghip hin hu.
Th ba, s khc bit v sn phm khng r rng. Sn phm chi tr em vn a
dng v mu m, cht liu, cng dng v khng c s phn bit nhn dng trong tm
tr ngi tiu dng nh i vi cc sn phm cng ngh vi nhng chc nng ni bt
khc bit. Mc trung thnh v nhn bit nhn hiu i vi sn phm chi tr em
thp. Chnh v vy khi mt doanh nghip mi gia nhp s khng phi chu p lc chi
ph marketing tip cn vi khch hng th trng ny.
Th t, ro cn v php lut v tiu chun k thut khng qu kht khe.K t ngy
15 thng 4 nm 2010, chi tr em sn xut trong nc, nhp khu ch c lu
thng trn th trng sau khi c chng nhn hp quy, cng b hp quy v gn
du hp quy theo Quy chun k thut quc gia v an ton chi tr em (QCVN
3:2009/BKHCN) do B Khoa hc v Cng ngh ban hnh.
Hin ti trong s hn 150 nh nhp khu chi tr em, QUACERT T chc chng
nhn ca Vit Nam trc thuc Tng cc Tiu chun o lng Cht lng chng

10

nhn hp quy cho sn phm chi tr em nhp khu vo Vit Nam ca hn 40

doanh nghip3.
Th nm l h thng phn phi siu th, bn l kh d dng tip cn. Ngnh
phn phi Vit Nam ang pht trin mnh m. Trong nhng nm gn y nhiu
khu trung tm mua sm chi tr em ra i to iu kin cho cc doanh nghip
n gn ngi tiu dng. Cc sn phm chi c thng hiu ni ting trn th
gii cng tip cn th trng Vit Nam nh hai hng chi ln nht th gii
Mattel, Hasbro.
=> Nhn chung vi nhng ro cn khng ln gia nhp th p lc t pha cc
i th tim nng l rt ln i vi cng ty Kidsgeneration.
2.2.2 Phn tch i th sn phm thay th
chi tr em rt phong ph v chng loi cng nh tc dng gip b pht trin
cc kha cnh khc nhau ca nhn cch, tr tu v sc khe. Nu xt v cng dng
c th chia chi tr em thnh cc loi sau:
-

Loi chi hnh tng (hay m phng)

L cc chi m phng con ngi hay cc vt, con vt trong th gii xung
quanh tr. V d bp b, con g, con vt bng nha hay bng vi, bng gn - ci
mung, ci ly, ci bn i, ci r, ci xoong v.v.

Loi chi xy dng v lp ghp

Ni theo cch khc y l loi chi vt liu m. Tr c th s dng xy
dng cc cng trnh, lp ghp cc hnh nh, vt, dng c v.v. nh b xp hnh
bng g, nha.

Loi chi c tnh k thut

c im ca loi chi ny l cc loi sn phm chy bng pin, bng in,
chi k thut s v.v. v d my bay, tu ha, t..

Loi chi pht trin vn ng

11

 l nhng chi kch thch tr vn ng nh bng cc loi, gy th dc,

thang leo, dy leo, vt cu lng, bng bn, bng r,..
Sn phm ca cng ty Cre8tive Minds VN thuc dng sn phm chi xp hnh,
lp rp nhm kch thch sng to, tr tu ca tr. V vy nhng sn phm thay th
cho chi ca Cre8tive Minds VN l sn phm chi hnh tng, k thut hay
pht trin vn ng. Ngoi ra, games, chng trnh truyn hnh, cc loi my
hc in t, ipad, play stationcng l cc sn phm thay th i vi sn phm
ca cng ty Cre8tive Minds VN.
-

V s nhy cm ca ngi mua i vi sn phm thay th.

Ngy nay, nhiu nghin cu cho thy cc bc ph huynh ngy cng thc c s
quan trng trong vic nh hng to iu kin cho tr rn luyn tr tu ngay t khi
con cn nh thm ch l trong bng m nn h sn sng mua cc loi chi rn
luyn k nng, dy tr nhng iu l th ngay cng tng d gi kh t. Mc nhy
cm ca ngi mua i vi cc sn phm thay th l khng cao. V d nh khi gi
ca nguyn liu tng dn n gi sn phm chi xp hnh tng th ngi mua cng
khng qu nhy cm khng mua m chuyn sang sn phm thay th.
2.2.3

p lc cnh tranh t khch hng

Khch hng c phn lm 2 nhm: khch hng l, nh phn phi. C hai nhm u
gy p lc vi doanh nghip v gi c, cht lng sn phm, dch v i km.
Nhng khch hng c li th trong m phn:
-

H thng siu th bn l, ca hng chuyn bn chi tr em: thuc loi nhm t

khch hng mua nhng mua vi mt khi lng ln sn phm ca cng ty. l cc
siu th, nh sch, h thng cc nh phn phi c quyn, ca hng chi s v l,
cc i l.. Nh vy cc h thng ny u mua chi tr em vi s lng rt ln v
h c quyn lc rt ln trong m phn v gi c vi cng ty.

12

Cc khu vui chi tr em, nh tr, trng mm non, bnh vin: ngi mua rt tp
trung nhng h chim mt th phn ng k. H l nhng khch hng mua chi tr
tu vi s lng ln , v th cng gy ra p lc v gi c vi cng ty trong m phn.
Nhng khch hng c quyn lc thp:

Khch hng c nhn, gia nh nh: khch hng rt phn tn (rt nhiu hoc rt khc
nhau, khng c nh hng n sn phm hay gi c). l cc ng b , b m, nhng
ngi c tr nh, khi h quan tm nhiu hn n s pht trin ca tr th chi tr
tu tr thnh mt hng t gi v thit yu cho con h.
2.2.4

p lc t nh cung cp

Cc nh cung cp ca Cre8tive Minds VN l cc doanh nghip cung cp nguyn, vt

liu nh (g, sn, ph liu) lm chi.

Do Cre8tive Minds VN l thng hiu chi ni ting, c tr s chnh n t nc

Thy S. Vi vic xm nhp th trng Vit Nam, Cre8tive Minds VN ban u s ch
nhp khu trc tip chi t cc nh my sn xut ca mnh ti khp cc ni trn
th gii, phn phi ti th trng Vit Nam thng qua h thng ca hng ring ca
Cre8tive Minds VN ti cc thnh ph ln, ti trung tm thng mi.
Cho nn ti Vit Nam ta xem nh p lc t cc nh cung cp l khng c.
Bt chp nhng cnh bo trn, ti VN, CTE t Trung Quc hoc khng r ngun
gc xut x vn trn ngp. Kho st trn a bn TP.HCM, nhng mt hng nh xe
p, t, bp b, b ghp hnh, siu nhn... c bn vi gi rt r. Ch t vi ngn
n vi chc ngn ng/sn phm va h cc tuyn ng Nguyn Tri, in Bin
Ph, CMT8, Trng Chinh... D nhn thy nhiu loi sn phm ging vi cc mu
m bo ch Trung Quc ng tin l c vn v an ton sc khe nh ni trn.
iu ny thch thc cc doanh nghip sn xut chi tr em phi tp trung vo cht
lng, an ton sn phm to c lng tin cho ngi tiu dng v cnh tranh vi
cc sn phm Trung Quc vn c mu m rt a dng.

13

- Thu sut nhp khu chi tr em tng i cao. Theo thng t s 111/2010/TTBTC c ban hnh ngy 30/7/2010 sa i mc thu sut thu nhp khu u i
i vi mt s mt hng chi thuc nhm 9503 ti Danh mc mc thu sut ca
Biu thu nhp khu u i. C th, mt hng chi, xp khi (m 9503.00.91.00)
thu sut l 20%.
2.2.5 Cc i th cnh tranh hin hu trong ngnh
Do Cre8tive Minds VN s tn cng vo th trng Vit Nam vi sn phm chi
pht trin tr tu nn sau khi phn tch th trng ti Vit Nam, Cre8tive Minds VN
pht hin ra cc i th ang cnh tranh trc tip vi mnh trong hng mc chi
pht trin tr tu l 3 i th sau y:Lego (an Mch) - Benho (Trung Quc) Winwintoys (Vit Nam)
a) Phn tch im mnh im yu ca i th cnh tranh
im mnh

im yu

Lego
Ngun lc ti chnh di do.
i ng nhn vin v qun l c trnh cao,
v nhiu nm kinh nghim chinh phc
c nhng th trng kh tnh nht.
Sn phm a dng, cht lng cao, t chng
nhn quc t.

Gi sn phm i vi thu nhp ngi

Vit Nam cn qu cao nn th phn
Vit Nam cn thp.
Hot ng xc tin tuy ni bt, nhng
din ra nh l, khng c trin khai
mnh m trn cc phng din.

Thng hiu qu ni ting trn th trng i ng nhn vin v qun l cha c

th gii cng nh ngi tiu dng Vit Nam
Cng ngh sn xut cc k tin tin v hin

kinh nghim nhiu trong th trng

vn rt phc tp nh Vit Nam.

i.
H thng phn phi kh rng, ch yu qua

14

cc ca hng c quyn, siu th, nh sch.

Hot ng qung co, t chc s kin, PR kh
ni bt ti Vit Nam.
Benho
Ngun lc vng mnh

Cha hiu r th trng Vit Nam.

Thng hiu lu i

Cha c hot ng qung b hnh nh

Sn phm a dng

rng ri.

Kt hp vi cc chng trnh bo v mi Ch c 1 i l phn phi chnh thc

trng
C nhiu d n u t cho tr em, kh nng
kt hp a dng
H thng phn phi khng chnh thc kh

l Vessano. M Vessano li phn phi

nhiu thng hiu chi, sn phm
khc nhau nn s khng tp trung
nhiu cho thng hiu Benho.

nhiu nh cc ca hng chi bnh dn,

ch.
Winwintoys
L thng hiu ca th trng ni a VN.
Sn phm t cht lng tiu chun VN, quc
t.
Gi thnh sp r, ph hp ngi tiu dng VN

Th trng xut khu vn l chnh

(80% doanh thu cng ty nm 2010)
nn cha tp trung khai thc v chim
lnh th trng ni a

Ch ng tip cn cng ngh, k thut tin Mu m cn cha a dng, phong

tin.

ph.

i ng nhn vin kinh nghim, gn b, trung Cht liu ch l bng g, n iu

thnh
Ceo ti gii, nhit huyt, t nhiu gii
thng, danh hiu

H thng phn phi cha c ph

mnh VN, ch yu ch phn phi
mt s mt hng cho cc ca hng
bn l, siu thCha c h thng
showroom rng khp (mi ch c 2

15

showroom winwinshop ti TPHCM)

Hot ng xc tin, khuyn mi cn
hn ch.
b)

Ma trn v th cnh tranh

Da trn ma trn v th cnh tranh CPM, ta thy rng hin nay 2 i th m

Cre8tive Minds VN phi tp trung ch l Lego v Benho2. C 2 i th ny u
c v th cnh tranh tng ng nhau ti th trng VN v hn hn so vi Winwintoys.
Tuy nhin, Lego c phn nhnh hn Benho l do:
i vi Lego: l thng hiu c ngi VN nhn bit nhiu, nhng gi qu cao

nn th phn ca Lego ti th trng VN rt hn ch. Hn na, sn phm ca

Lego tung vo VN khng a dng (ch c 1 dng dng vin gch, nt gch xp
hnh, hnh ngi nh), t ph hp vi th hiu ca ngi dn VN.
i vi Benho: l thng hiu t c ngi VN bit n hn; nhng mng li

phn phi mnh; sn phm c mu m a dng, nhiu chng loi, mu sc bt

mt; hp vi th hiu ca ngi dn VN nn th phn ca n chim kh ln ti
VN.(cng vi cc chi Trung Quc khc)
Cre8tive Minds VN quyt nh cnh tranh trc tip vi i th Benho. V:
-

Benho l chi Trung Quc vi nhng th mnh v mu m, tim lc ti chnh,

th phnTuy nhin, mc nhn bit thng hiu Benho ti VN cn rt t
(ngi Vit Nam ch ch yu thy hay, c cng dng th mua, ch khng
nhn hiu. V chi Trung Quc kh l tng ng vi nhau, do trnh bt
chc cao). Hn na, Benho cng b gn mc l chi Trung Quc nn d n c
tt i chng na, cng kh c th dnh c cm tnh ca ng o ngi dn
VN. Mng li phn phi ca Benho th nhiu (tun qua Vit Nam bng nhiu
con ng), nhng chnh thc th ch c 1 i l duy nht l Vessano ti H Ni.

Ph lc

16

Benho c sn xut dng sn phm chi tr tu, sng to bng g (bn cnh cc
chi c chc nng gii tr n thun) kh tng ng vi sn phm ca
Cre8tive Minds VN v cng dng v cht liu ca sn phm. Tuy nhin v Benho
sn xut qu nhiu dng chi nn s khng tp trung u t nhiu cho 1 dng
sn phm sng to, tr tu ny. Hn na, hin ti, i vi dng chi sng to, tr
tu ca Benho th nhp v Vit Nam mc kh l n gin, cha c s ph
cch, ni bt trong mc nng cao tim nng kh nng tr tu, sng to cho tr
em Vit Nam.

Cn Lego th l mt thng hiu chi sng to ni ting th gii. Tuy nhin,

xt v nh hng v mu m, cht liu th Lego c nhiu im khc bit so vi
Cre8tive Minds VN. V d nh: cht liu nha, cng dng l kch thch s sng
to ca tr bng cch xp ln nhng m hnh ch vi nhng nt gch ging nhau
v hnh dng, khc v kch thc. V s khc bit ny nn Cre8tive Minds VN
quyt nh s khng cnh tranh trc tip vi Lego.

Tm li, Cre8tive Minds VN s nh vo nhng im yu ca Benho, pht

huy nhng th mnh sn c, xy dng cc chin lc cho sn phm chi pht

trin tr tu ca mnh nhm chim lnh th trng VN trong hng mc chi
pht trin tr tu.
Bn cnh , Cre8tive Minds VN cng phi lun thng xuyn theo di ng tnh
ca cc i th cnh tranh cn li l Lego, Winwintoys c chin lc phng th
hay tn cng hp l.

17

Chng 3: PHN KHC TH TRNG V NH V

THNG HIU
3.1

Phn khc th trng

3.1.1.

Phn khc th trng theo li ch

Gm 4 phn khc chnh: (1) Gii tr n thun; (2)Pht trin gic quan; (3) Pht trin
tr thng minh, sng to; (4) gio dc kin thc3.
3.1.2.

nh gi cc phn khc th trng

a) Quy m v tc tng trng

Xt v quy m th trng, phn khc gii tr n thun chim t trng cao nht bi
suy ngh c hu ca a phn bc ph huynh Vit Nam l chi ch n thun nhm
mc ch gip tr em gii tr, khng cn c s nh hng khoa hc m ch yu ph
thuc vo s thch ca tr em. Cc phn khc th trng cn li nh pht trin gic
quan, pht trin tr thng minh sng to hay gio dc kin thc chim t trng nh
tng i so vi phn khc gii tr n thun bi mc sng ngy cng gia tng v
trnh dn tr pht trin hin nay ca Vit Nam. Theo thi gian, nhng bc ph
huynh tr thc, thu nhp kh v c khuynh hng tip cn nhng i mi khoa hc
ca th gii dn quan tm n cc kha canh cng dng khc ca chi nh pht
nh pht trin gic quan, pht trin tr thng minh sng to hay gio dc kin thc.
Trong , nhu cu gio dc kin thc xp hng u bi vn ha hc hnh ca ngi
Vit; tip l cc xu hng mi hn trn th gii nh pht trin tr thng minh sng
to; xp cui l phn khc th trng pht trin gic quan v chi dng ny thng
dnh cho tr em 1+, la tui cha m ng b cho rng ch nn n v ng, li ch ca
vic pht trin cc gic khng nhn thy r rng.

Xem ph lc bng Phn khc th trng.

18

Tuy nhin, khi xt v tc tng trng, nhng phn khc th trng xut hin sau li
c mc tng trng ng kinh ngc, vt tri hn hn so vi phn khc th trng
lu i gii tr n thun, c th tc tng trng ca phn khc th trng pht
trin tr thng minh sng to cao nht, tip l gio dc kin thc, theo sau l gii tr
n thun v cui cng l pht trin gic quan.
b) Mc hp dn ca cc phn khc th trng
nh gi mc hp dn ca khc th trng

Ch tiu

Mi e da t cc Gii tr n thun: i th cnh tranh nhiu.

i th cnh tranh
trong ngnh

Pht trin gic quan: mc e da yu.

Pht trin tr thng minh: mc e da yu.
Gio dc kin thc: mc e da yu.

Mi e da t cc Gii tr n thun: i th cnh tranh nhiu v mnh.

i th cnh tranh Pht trin gic quan: mong mun gia nhp ngnh cao.
tim nng
Pht trin tr thng minh: mc e tng dn.
Gio dc kin thc: mc e tng dn.
Mi e da t cc Gii tr n thun: mc e da rt cao.
sn phm thay th

Pht trin gic quan: mc e da yu.

Pht trin tr thng minh: mc e da yu.
Gio dc kin thc: mc e da yu.

Mi

da

t Gii tr n thun: co dn v gi nhiu, t trung thnh

quyn thng lng Pht trin gic quan: mc e da yu.

ngy cng ln ca
Pht trin tr thng minh: mc e da yu.

19

ngi mua
Mi

Gio dc kin thc: mc e da yu.

da

t Gii tr n thun: mc e da cao.

quyn thng lng

ngy cng tng ca
ngi cung ng

Pht trin gic quan: mc e da khng cao.

Pht trin tr thng minh: mc e da khng cao.
Gio dc kin thc: mc e da khng cao.

3.2

nh v thng hiu
3.2.1.

La chn th trng mc tiu

Da trn nhng phn tch nh gi tr trng v mc tiu cng nh tim lc ca

cng ty, cng ty la chn phn khc th trng chi pht trin tr thng minh
sng to dnh cho tr em t 3 tui tr ln, thuc phn khc th trng pht trin tr
thng minh, sng to.
3.2.2.

La chn khch hng mc tiu

Da vo th trng mc tiu la chn, khch hng mc tiu m cng ty hng

ti l:
-

Nhng gia nh c con t 3 tui tr ln.

C thu nhp kh (thu nhp t mc 10 triu tr ln/ngi)

Khch hng mc tiu c c im hnh vi l s ln mua v kh nng chi tr cao,
ch trng n cc ch tiu an ton v cng dng pht trin tr thng minh, hnh vi
mua da trn s thch ca con v cc thng tin khoa hc v tr tu sng to. Bn

20

cnh , c im tm l ca i tng ny kh cn thn, ci m, thch tip cn xu

hng Th gii4.
Ngoi ra, trong thi gian u khi thm nhp vo th trng Vit Nam, cng ty s tp
trung vo i tng khch hng mc tiu thuc khu vc Thnh ph H Ch minh
khu vc c mc sng cao.
3.2.3.

Chin lc thng hiu

3.2.3.1 Cu trc thng hiu sn phm

V Cre8tive Minds Group hin ang s hu nhiu dng sn phm a dng vi cc
c tnh khc nhau v phn khc th trng khc nhau, nn khi nh vo th trng
Vit Nam, Cre8tive Minds s chn cu trc a thng hiu, vi dng sn phm u
tin l Cuboro Cugolino.
Ngnh chi ngy cng c a dng ha bi cc loi hnh chi, ngy cng
thng minh hn, nhiu chc nng hn. V vy, vic to m hnh a thng hiu ti
Vit Nam c th a dng ha cc dng v c tnh khc nhau ca cc sn phm
chi ca cng ty. Mt khc, vic p dng cu trc a thng hiu gim thiu ri
ro b nh hng n danh ting ca Cre8tive Minds nu chng may thng hiu con
tht bi.

Tham kho ph lc Kho st ca cng ty Cre8tive Minds VN.

21

Cre8tive
Minds
Group
Cre8tive
Minds
Vit Nam

Cuboro
Cugolino
Basic

Cuboro
Cugolino
Sub

Cre8tive
Minds
Trung Quc

Cuboro
Cugolino

...

Cuboro
Cugolino
Pop

Cuboro
Cugolino
Magic

...

Cuboro
Cugolino
Hit

a) Tnh hnh cnh tranh trn th trng v hot ng ca i th cnh tranh

Qua phn tch cc i th cnh tranh hin ti ln tim nng, ta xc nh c cc
i th cnh tranh chnh m Cre8tive Minds VN xc nh khi tn cng vo th
trng Vit Nam chnh l Benho, Lego. Xc nh c cc thuc tnh ca hai i
th chnh trn, ta rt ra c v th ca chng l da vo gi c v chc nng pht
trin tr tu c bit l kch thch s sng to v pht trin tr thng minh cho tr.
Benho tp trung vo chc nng pht trin tr tu mc trung bnh v gi c r, cn
Lego tp trung vo chc nng pht trin tr tu mc tng ng vi cng ty,
nhng gi c li rt t.
Ch yu cng ty s cnh tranh chnh vi Benho trn phng din chc nng pht
trin tr tu. i vi Lego, cng ty s cnh tranh da trn mc gi thp hn.
S v tr ca cng ty v hai i th cnh tranh chnh
Chc nng pht
trin tr tu
Lego
Cre8tive Minds

22
Benho

b) Thu hiu khch hng mc tiu

Da vo phng php D.U.I (Data Understanding Insight), cng ty tm ra
nhng thu hiu, kt lun cui cng phn nh mong mun ca khch hng; cng
chnh l c s hnh thnh thng ip ct li ca chin lc Marketing.
Customer Insight: Yu thng l con vui chi v gip con pht trin.

Chng 4: CHIN LC MARKETING MIX

23

4.1

Chin lc sn phm
4.1.1. Gii thiu sn phm Cuboro Cugolino
4.1.1.1. Cuboro Cugolino l g?
Cuboro l mt tr chi tr tu, v thch hp cho mi la tui. Tr t 3 tui tr ln
c th bt u chi Cuboro trnh n gin nht; n trnh phc tp cho
nhng ngi chi chuyn nghip.
Cuboro l sn phm chi xp hnh c thit k theo bao gm cc hnh khi g
vi cc rnh v ng hm m cung vi cc vin bi cm thch. Nu sp xp
cc khi g ny mt cch khoa hc cho vin bi chy thng qua cc con ng t
im xut pht n im cui cng tc l hon thnh nhim v. Mt b Cuboro
Cugolino c bn (37 khi 5x5cm), 19 khi g vng chc phc v nh l nn tng
cho cc kin trc cng trnh xy dng. Cn li 18 khi c khc rnh v ng
hm vo cc khi, cc nh thit k to ra mi khi g c mt chc nng ring. Mi
khi chc nng cung cp mt phn ca con ng i cho vin bi. Cc knh v
ng cong ng hm phi c lp rp ng cch, nu vy bn s c c mt
kin trc to ng chy thng sut cho cc vin bi.

Hnh 1 Cc vin bi v khi g c bn ca b Cuboro Cugolino.

24

4.1.1.2. Sn phm Cuboro Cugolino ti Vit Nam

Hin nay khi cng ty mi thm nhp vo th trng Vit Nam v ly i tng
nhm n l tr nh nn sn phm ca cng ty la chn kinh doanh dng
Cuboro Cugolino ph hp vi tr em. Trong tng lai nu thnh cng, cng ty s
m rng th trng, nhm ti nhng tui ln hn.
B Cuboro Cugolino c bn vi 37 ming ghp v 6 vin bi: gm 19 khi
nn tng, v 18 khi hnh c bit. Dnh cho tr 3 tui tr ln.

4 b b sung khc cha cc khi khc vi hnh dng c bit hn, gip tr
c th to c cc m hnh c bit hn v phc tp hn. Gm c:
o

B Cuboro Cugolino Sub: Dnh cho tr 4 tui tr ln.

25

B Cuboro Cugolino Pop: Dnh cho tr 5 tui tr ln.

26

B Cuboro Cugolino Magic: Dnh cho tr 5 tui tr ln.

B Cuboro Cugolino Hit: Dnh cho tr 6 tui tr ln.

Mi b Cuboro c mt sch hng dn bao gm mt s m hnh ngi chi c th

lm theo. Ngoi ra, ngi chi vn c th t sng to ra m hnh ca mnh.

27

4.1.1.3. M t sn phm Cuboro Cugolino

a) Sn phm ct li
-

Nh gii thiu, Cuboro trc ht l tr chi xp hnh cho tr gii tr. Tuy
nhin, chc nng ca Cuboro khng n thun dng li . iu thc s
to nn s khc bit cho Cuboro chnh l y l mt chi gip cho tr
pht trin v tr tu v sng to.

u tin, Cuboro gip tr tng kh nng nhn bit v hnh khi v mu sc.
Tip theo v Cuboro l mt tr chi i hi s t t duy ca b, sau khi
nhn bit cc hnh dng ca khi g tr phi suy ngh tm cch to nn mt
ng hm thng sut. a ra c mt phng php xp hnh, tr phi
tri qua qu trnh th nghim, suy ngh v gp li sai, bt chc, sao chp
theo hnh nh hng dn, bc tng bc, thc hnh tr s c c kinh
nghim thng qua tng bc thit lp v pht trin h thng cu trc cc
khi g mt cch hp l. Tr s thc s vui th khi hon thnh c m
hnh thnh qu ca mnh, qu kch thch s am m, s sng to ca tr.
Cc nghin cu cho thy rng Cuboro gip tr pht trin:

28

 Pht trin cc gic quan

Kh nng sng to
T duy logic
Suy ngh linh hot
Kh nng phn tch v gii quyt vn
Lm vic cng tc

b) Sn phm c th
-

c im khc bit: Bn cnh s ni tri v chc nng pht trin tr tu v tnh

sng to cho tr th Cuboro c tnh khc bit so vi cc sn phm khc l
tnh khng gii hn. Mc d c sch hng dn mt s m hnh mu, nhng
tr c th hon ton sng to ra m hnh ring ca mnh.

Nhn hiu: Cuboro ca cng ty Crea8tive minds l mt sn phm c tnh lu

i, c khng nh trn th gii trong ngnh chi c bit l chi pht
trin tr tu. Do , sn phm ca cng ty chng ti em n s tin tng cho
cha m cc b.

Kiu dng: Cc khi c lm bng cy si, c ct chnh xc, nh bng,

to nn cm gic chuyn nghip. Cc vin bi c lm t , vi nhiu mu
sc bt mt, to s thch th cho tr.

Bao b: Cc chc nng ca bao b:

29

 Phn bit: Trn hp Cuboro c in logo ca cng ty, tn dng sn phm

cugolino
Thng tin: Ngoi tn dng sn phm, trn hp cn ghi xut x ca sn
phm, v tui c th chi sn phm.
Hp dn: Hp Cuboro c thit k mu sc hi ho, vi logo cng ty bt
mt. c bit cn c thm hnh mt m hnh cuboro to ra s ch thch
th cho tr nh.
Bo v: Cc khi g Cuboro c t trong bao vi sau mi c t
vo hp. Bao vi gip cho vic ct gi cc khi g, trnh b mt. Hp cn
c tay cm gip tr nh c th mang cuboro theo mt cch d dng.

An ton: Cc khi g si kh, ch bin, ng gi v vn chuyn trn ton th

gii.Cuboro l sn phm cht lng cao cng ty chng ti. Nguyn liu c ly
t khu vc rng sinh thi chuyn khai thc, sn xut g si t khu vc Emmental
/Oberaargau Thy S. Trong hn 20 nm, vic x l cc khi g t khu rng ny
ngy cng chuyn ngip v t cht lng cao. T nm 2006 n chi ca cng
ty t c cng nhn FSC- (Hi ng qun tr rng quc t), c ngha l g l
100% t rng c qun l tt, t tiu chun.

30

 Bn sc, tnh cch thng hiu - Playing is the beginning of Learning

C th ni chi a l mt phn bn nng t nhin sm hnh thnh t tr nh,

bt u t vic tr chi th thao, cc tr chi tiu khin hay sng to khc. Tr
hc hi, tip thu hiu bit v cc k nng cn bn qua cc cuc chi v kinh
nghim dn gin t thng ngy. Hiu c iu cng ty pht trin nn sn
phm Cuboro khng n gin ch v mc tiu tiu khin m cn dn dt con bn
n chn tri m mang tr thng minh v sng to.
-

An ton: Cc khi g si kh, ch bin, ng gi v vn chuyn trn ton th

gii.Cuboro l sn phm cht lng cao cng ty chng ti. Nguyn liu c ly
t khu vc rng sinh thi chuyn khai thc, sn xut g si t khu vc Emmental
/Oberaargau Thy S. Trong hn 20 nm, vic x l cc khi g t khu rng ny
ngy cng chuyn ngip v t cht lng cao. T nm 2006 n chi ca cng
ty t c cng nhn FSC- (Hi ng qun tr rng quc t), c ngha l g l
100% t rng c qun l tt, t tiu chun.
Trong nhng nm qua h thng cc b sn phmCuboro c vinh danh vi
gii thng nh:

31

Sn phm cn m bo cht lng theo cc tiu chun:

Chng nhn tiu chun ISO 9001-2000
Chng nhn tiu chun ASTM
Chng nhn tiu chun EN-71
Chng nhn tiu chun ST
Chng nhn tiu chun TCVN 6238:3-1997
Ngoi ra, Cuboro l mt trong nhng sn phm xanh, i u trong cng tc bo v
mi trng.
c) Sn phm gia tng
-

Giao nhn hng

Min ph vn chuyn i vi cc n hng trong ni thnh TP.HCM.
i vi cc khch hng ngoi phm vi ni trn (bao gm c cc tnh trong ton
quc) s lin h trc tip vi cng ty bit chi ph vn chuyn. Cng ty s tr
li, xc nhn n hng trong vng 24h sau khi nhn c n t hng.
Ngay sau khi xc nhn n hng, cng ty tin hnh giao hng ngay cho khch
hng theo ng tha thun v phng thc v thi gian giao, nhn.

Chnh sch bo hnh

32

 Tt c cc sn phm c li v k thut u c i li sn phm mi v c

kim tra, xc nhn ca nhn vin cng ty.
nhn dch v bo hnh , khch hng ch cn mang sn phm v ha n
mua hng n ca hng cng ty trong thi gian lm vic.
Cng ty khng chu trch nhim bo hnh vi cc h hng do li ca ngi s
dng.
-

Chm sc khch hng

T vn chn mua sn phm min ph qua:
1/ YM: tuvan@crea8tiveminds.com.vn
2/ Skype: tuvan_crea8tiveminds
3/ Hotline: (08) 3974 2135
C chng trnh khch hng thn thit, tng th VIP.
Ngoi ra, cng ty thng xuyn t chc cc s kin dnh cho b.
d) Sn phm tim nng
Cuboro l mt tr chi va tr tu, va mang tnh cng ng. Tr c th chi mt
mnh hay chi vi bn b v b m. iu ny lm cho b gn gi vi bn b hn;
cng nh tnh cm v s quan tm ca b m dnh cho b s tng ln. Trong
tng lai cng ty s khai thc im ny nhm pht trin sn phm.
4.1.2. Chin lc sn phm :
Cre8tive Minds Group lun t ho l tp on sn xut chi tr em hng u
ca Thy S. Sn phm ca cng ty c sn xut nghin cu v pht trin da
trn c s khoa hc, sn xut da trn dy truyn t ng t tiu chun quc t;
do , lun p ng mt cch ton din nht nhu cu chi v hc ca tr.
Khi gia nhp vo th trng Vit Nam, cng ty s s dng kt hp gia chin lc
tiu chun ha sn phmv thch nghi ha sn phm. . L do cng ty chn
chin lc ny trc ht l tit kim chi ph. Hn na, thng hiu cng ty

33

c khng nh trn th gii, v sn phm ca cng ty ph hp vi mi tr em

trn th gii nn vic thay i sn phm khng thc s cn thit.
Bn cnh , cng ty s thay i ngn ng s dng trn bao b v sch hng dn
ph hp vi th trng Vit Nam. Pha ngoi v hp, ngn ng s dng ch
yu s l ting Vit. i vi sch hng dn cng ty s s dng song song 2 ngn
ng l ting Anh v ting Vit.
Vi phng chm, Tt c v s pht trin tr tu Vit, Cre8tive Minds lun gn
b cht ch, lu di vi cng ng a phng, tp trung mi n lc ca mnh vo
vic p ng nhu cu pht trin tr tu cho tr em Vit Nam.
4.1.3. Phng thc pht trin sn phm ti th trng Vit Nam
V sn phm ca cng ty l sn phm mi i vi th trng Vit Nam nn cng ty
s s dng cch thc thm nhp th trng theo cch pht trin sn phm trc
tip. iu ny c ngha l sn phm trc khi xut khu trc tip vo Vit Nam s
c tin hnh gia cng lp rp ti Trung Quc theo tiu chun ca Cre8tive
Minds Group Thy S. T , sn phm s c nhp khu th trng Vit Nam
,tr s t ti TPHCM. Vic la chn phng thc thm nhp th trng ny l
da theo quy tc chin lc - cn c vo kt qu nh gi cc yu t khc nhau:
ngun lc cng ty, mi trng kinh doanh ti VN.
a) Quy trnh pht trin sn phm
Giai on 1: giai on cng ty tm hiu cc thng tin lin quan n th trng,
mi trng kinh doanh ti Vit Nam, c th l ti Tp.HCM. tin hnh mt s th
nghim v th trng, thng qua bng cu hi nghin cu, hoc thu dch v
chuyn ngnh ti Nhng kt qu ban u , s gip cng ty c nhng quyt nh
chnh xc c th hn khi thm nhp th trng VN, c th l Tp.HCM. (thi gian
c tnh: 1 nm)

34

Giai on 2: y l giai on u cng ty thm nhp vo Vit Nam, chnh v th

nn vic qung b hnh nh cng ty v thng hiu rt quan trng. trong giai on
ny, cng ty s tng cng cc hot ng nh: qung co, PR, ti tr cc hot
ng lin quan n pht trin tr tu cho tr em Vit Nam nhm nhm thng n
mc tiu l cc khch hng tim nng ca cng ty. (thi gian d kin ti khu vc
TPHCM: 1 nm)
Giai on 3: y l giai on cng ty c mt s khch hng ban u, cng ty s
xy dng mt chin lc xc tin thng mi hng n y nhanh hnh nh cng
ty n vi cc khch hng mc tiu v ngi tiu dng cui cng. (thi gian d
kin: 1 nm)
Giai on 4: sau khi thc hin cc hot ng trn, v c kt qu tt, cng ty tip
tc nghin cu cc thng tin lin quan n vic m cc chi nhnh tip theo ti cc
khu vc kinh t trng im khc ti VN, nh: Nng, Nha Trang, H Nity
vo ni lc cng ty v th trng m cng ty s tin hnh, la chn phng thc
xm nhp thch hp.
b) Phng thc duy tr s yu thch ca khch hng vi sn phm
Ngoi vic thng xuyn t chc nhng hot ng xc tin thu ht khch hang.
Cng ty s lin tc tung ra nhng sn phm b sung cho b Cugolino c bn.
Trong nm u tin, B Cuboro Cugolino c bn s c tung ra ngay qu u
tin cng vi 2 sn phm ph thm l Cugolino Sub v Cugolino Pop. 2 qu sau
, cng ty s tip tc tung ra Cugolino Magic v Cugolino Hit. Trong nhng nm
tip theo cng ty s tip tc a vo nhng b Cuboro mi c cng ty nghin
cu, pht trin v kinh doanh trn ton cu. Bng cch ny cng ty s lm cho sn
phm lun lun mi hn v nhiu thch thc hn, to ra sc ht lin tc i vi
khch hang.

35

4.2

Chin lc gi
4.2.1 Nhng yu t nh hng n vic nh gi ca cng ty
Cng ty quyt nh chn la chin lc nh gi da trn i th cnh tranh
khng nh hn na nh v sn phm ca cng ty ti th trng Vit Nam, c th
l cnh tranh chnh vi Lego, Benho trn phng din cht lng v gi c do
cng ty c th mnh v khai thc cc ngun nguyn liu tt v xy dng s a
dng v sn phm. Tuy nhin, vic nh gi da trn i th cnh tranh cng cn
da trn c s chi ph nhp khu, t sut li nhun bnh qun ngnh v kh nng
m rng thm nhp vo th trng chi pht trin tr thng minh sng to dnh
cho tr em 3+, gia nh c mc thu nhp kh ti th trng Vit Nam.
4.2.2 nh gi
Cng ty s n nh gi da trn i th cnh tranh, kt hp da trn c s chi
ph nhp khu, t sut li nhun bnh qun ngnh v m rng kh nng thm
nhp vo th trng chi pht trin tr thng minh sng to dnh cho tr em
3+, gia nh c mc thu nhp kh ti th trng Vit Nam.
Xt v mc gi ca cc i th cnh tranh trn th trng vi sn phm ca cng
ty Kids Generation:

Cc sn phm ca cng ty Benho giao ng trong khong mc gi t 200.000

VN 400.000 VN vi cht lng trung bnh.

Cc sn phm ca cng ty Lego thuc din sn phm c cht lng cao, mc

nhn bit thng hiu cao trn th trng Vit Nam, v c mc gi cao hn nhiu
so vi mc sng ca ngi Vit Nam, trong khong t 400.000 VN 2.000.000
VN, nhng ph bin mc 800.000VN 1.500.000 VN).
V vy, vi li th sn phm mang tnh c o, c th mnh v khai thc cc
ngun nguyn liu tt v xy dng s a dng v sn phm, cng ty Kids
Generation quyt nh nh gi dng sn phm u tin gia nhp th trng

36

chi pht trin tr thng minh sng to da trn i th cnh tranh l Benho, Lego
ti Vit Nam vi mc gi khong 500.000 VN 600.000 VN
Xt v kha cnh c s chi ph nhp khu v t sut gi vn hng bn trn doanh thu
thun bnh qun ngnh, cng ty nh gi sn phm nh sau:
-

Chi ph nhp khu 1 n v sn phm t Trung Quc (bao gm gi thnh sn xut,

thu nhp khu, chng nhn cht lng an ton): 190.000 VN/sn phm.

T sut gi vn hng bn trn doanh thu thun ca cc i th cnh tranh giao ng

t 60% -65%, nhng do thng hiu sn phm cng ty cao hn so vi mt bng
chung v cng nh quy m ln v cng ngh tin tin trong ngnh, nn cng ty
quyt nh mc t sut 32%
- nh gi = 190/32% = 600.000 VN/ sn phm
Xt v kh nng thm nhp th trng Vit Nam, theo iu tra kho st, khong
80% gia nh c thu nhp kh (trung bnh 10 triu VN/thng) chp nhn mua
chi pht trin tr thng minh sng to c o cho con trong mc gi t 500.000
VN 800.000 VN.
Ngoi ra, xt v tc ng ca gi ti nh v sn phm trong tm tr khch hng, do
nh v sn phm ca cng ty thuc hng cao cp nn s chn mc gi chn to
hiu ng hng cao cp.
Kt lun:
Theo c s phn tch nu, cng ty Kids Generation nh gi sn phm c bn
Cuboro Cugolino Basic vo mc 600.000 VN/sn phm. T , cng ty nh gi
cho cc b plus, c th nh sau:

B Cuboro Cugolino Sub: 170.000VN

B Cuboro Cugolino Pop: 280.000VN

B Cuboro Cugolino Magic: 390.000VN

B Cuboro Cugolino Hit: 560.000 VN

37

Ngoi ra, mc gi sn phm ny l mc gi chung cho ng thi khch hng c

nhn v khch hng t chc, tuy nhin vi cc khch hng t chc s p dng thm
nh gi chit khu tin mt.
4.2.3

Chin lc gi

Giai on 1: Da trn nhng chi ph c tnh ton ph hp da vo mc cnh

tranh ca cc i th trong ngnh cng nh ph hp vi mc tiu v chin lc
marketing, khch hng mc tiu. C nhng chnh sch u i, khuyn mi v gi
ph hp theo chin lc marketing mix ca cng ty trong giai on nhng nm
u.
Giai on 2: m rng th trng cho sn phm mi. cng ty s m rng ra cc th
trng trong c nc nh H Ni, Hi Phng, Nng, Nha Trang, Cn Th
iu chnh gi theo bin ng ca th trng v nhu cu khch hng. Nhn chung,
nhu cu s ngy cng tng.
Giai on 3: trong giai on ny cng ty c th s i mt vi cc i th cnh
tranh trc tip bng vic sn xut cng loi sn phm ny. Do cng ty cn c
nhng bin php khuyn mi, nhng dch v h tr khch hng km theo hoc c
th gim gi cho 1 mi hp sa bng cch ng gi vi s lng vin sa trong 1
hp gim i thm nhp vo cc phn khc th trng thp hn.
4.2.3.1

Ch ng tng gi

Ch ng tng gi c th thc hin do nhiu nguyn nhn, c th l:

-

Trong thi k lm pht, cc loi chi ph gia tng (li sut, nhn cng, nguyn vt
liu, vn chuyn..) nn cng ty gia tng gi sn phm nhm m bo li nhun.
Tuy nhin, cng ty cn ch theo di phn ng ca ngi mua, ca cc i th
cnh tranh vi s tng gi ny nhm trnh s st gim li nhun, th phn do ch
ng tng gi. Ngoi ra, cng ty c th p dng cc cch thc tng gi nhng

38

khng gy ra nhiu tc ng tiu cc nh gia tng cht lng, gi tr sn phm

tng ng vi s gia tng gi c; hoc gim kch thc ng gi
-

Khi nh dn u trong th trng tng gi, cng ty s tng gi theo nhm cn i

sc mnh cnh tranh trong ngnh trong giai on u thm nhp; ng thi s
tng gi ny phi m bo khng nh hng n nh v sn phm ca Kids
Generation vi i th cnh tranh Benho.
V vy, trong giai on mi thm nhp th trng, cng ty s khng ch ng tng

mc gi qu 800.000 VN/sn phm.

4.2.3.2 Ch ng gim gi
Ch ng gim gi c th thc hin do nhiu nhn t tc ng, nhm mc ch p
li i th cnh tranh; hoc do t c hiu qu kinh t theo quy m, gim chi ph
sn xut, gim gi nhm thch thc i th; hoc do p ng li nhu cu ca khch
hng Tuy nhin, trong giai on u thm nhp th trng, cng ty s khng ch
ng gim gi ngoi mc ch p ng li nhu cu thc t ca khch hng, nhm
m bo nh v khc bit v cht lng v gi c ca sn phm Kids Generation so
vi Benho; ng thi khng gim qu 500.000 VN/sn phm.
4.2.3.3
-

Phn ng i vi s thay i gi

Phn ng ca khch hng

Theokho st ca cng ty, khch hng gia nh c thu nhp 10 triu VN/thng
khng ch nhiu n gi c sn phm m quan tm ch yu n cht lng an ton
v hiu qu tht s sn phm mang li. Tuy nhin, mc gi m h chp nhn c
giao ng t 500.000 VN/sn phm 800.000 VN/sn phm. Do , cc chnh
sch gi ca cng ty khng c nh hng n hnh nh cht lng sn phm ca
Kids Generation v nm trong mc chp nhn c ca khch hng mc tiu.

Phn ng ca i th cnh tranh

39

Benho v Lego nh cc phn on th trng khc vi cng ty Cre8tive Minds

VN v y l nhng thng hiu ln mnh trong phn khc ca h, thng s dng
chin lc tn cng vi nhng s e da v gi ca cc i th khc. Do , nu
cng ty c nhng ng thi thay i gi mang tnh cht tn cng phn khc ca
Benho v Lego s rt mo him, tht bi v thm ch khng hnh thnh c phn
khc th trn m cng ty d kin. Ngoi ra, chin lc gi ca Benho v Lego
khng c nhiu s thay i, nn trong giai on ny, cng ty vn ch cn duy tr
chin lc nh v gi cao hn Benho v thp hn Lego vi sn phm cht lng nm
gia Benho v Lego.
4.3

Chin lc phn phi

4.3.1.

Chc nng ca knh phn phi

S gn b gia cng ty v cc nh phn phi l cha kha vng ca s thnh cng

cho Cre8tive Minds Vit Nam trn th trng. H thng phn phi l mt trong
nhng cng c hu hiu trong vic thc hin mong mun ca cng ty Cre8tive
Minds Vit Nam l a nhng nhn hiu quc t ca mnh tr nn gn gi thn thuc
hn vi ngi dn Vit Nam.
Nhn chung th nhng chc nng chnh ca ca cc nh phn phi trong h
thng phn phi ca cng ty l:
Thng tin: Thu thp thng tin cn thit hoch nh chin lc v to thun
li cho s trao i. Nhng thng tin thu thp c t nh phn phi gip cho cng ty
c c k hoch pht trin sn phm v hot ng truyn thng Marketing hp l.
C ng: Trin khai v ph bin nhng thng tin c sc thuyt phc cao v
nhng sn phm ang kinh doanh ca cng ty cng nh cc sn phm mi.
Tip xc: Tm ra v thng tin c vi khch hng tng lai. Cc nh phn phi
lun mun nng cao s lng doanh thu ca mnh tng t l chit khu, tng li

40

nhun. Do , h lun tm kim khch hng mi v cng c mi quan h vi khch

hng c.
Thng lng: C gng t c s tha thun cui cng v gi c v nhng
iu kin khc lin quan c th thc hin c vic chuyn giao quyn s hu hay
quyn s dng sn phm.
Cn i: nh dng nhu cu v phn phi sn phm thch ng vi nhu cu ca
khch hng. Vic ny bao gm nhng hat ng nh xp hng, tp hp v ng
gi
Phn phi vt phm, vn chuyn v tn kho hng ha.
Ti tr: Huy ng v phn chia tin bc thanh ton chi ph ca knh, cp tn
dng cho khch hng.
Chu chia s ri ro: Chp nhn cc ri ro lin quan ti vic iu hnh hot ng
ca knh. Bng vic phn phi sn phm n tay ngi tiu dng, cc nh phn phi
thc hin chc nng tm kim khch hng v qun l cc trung gian trong knh
phn phi. Nu nh phn phi khng bn c hng th chi ph tn kho phi chu do
nh sn xut c th chia s chi ph v ri ro vi nh phn phi.
4.3.2.

Quyt nh knh phn phi

4.3.2.1. Cc yu t nh hng n cu trc knh

c im ca khch hng: hng ti khch hng ban u thnh ph H Ch Minh
sau l cc tnh, thnh ph ln ln cn nh ng Nai, Bnh Dng, Cn Th. Do
mt dn c dy c v s dn ng nn khng cn knh phn phi di.
c im sn phm: D vn chuyn, c tnh sn phm khng qu phc tp nn
khng cn i ng bn hng ring. C th phn b rng qua trung gian phn phi.

41

c im trung gian phn phi: ti thnh ph H Ch Minh knh phn phi hin i
bao gm siu th v trung tm thng mi ngy cng pht trin. Vi u im l nm
bt c nhu cu khch hng do thu hiu vn ho mua sm ca ngi dn thnh
ph, kh nng trng by v bn hng chuyn nghip.
c im v cnh tranh: Cc hng chi ni ting th gii ti th trng Vit Nam
xm nhp ch yu thng qua cc i l c quyn. Nh phn phi c quyn ca
Lego l Vit Tinh Anh, ca Benho l Veesano.
c im ca doanh nghip: thng hiu ni ting th gii, ti chnh vng mnh to
iu kin thun li trong vic xy dng knh phn phi, tuyn chn thnh vin
knh.
c im mi trng kinh doanh: tuy nn kinh t cha hon ton phc hi sau
khng hong nhng iu ny khng ng lo ngi do nhu cu chi vn ang gia
tng. B Nguyn Thu V H, gim c sn phm Barbie cho bit: "Mc tng
trng t 23-33% mi nm ca sn phm Barbie cho thy th trng chi cao
cp c nhu cu". V vy doanh nghip nn tit kim chi ph vi cc knh ngn v
hiu qu.
4.3.2.2. Quyt nh knh phn phi
Da vo vic nh gi cc bin s nh hng n cu trc knh cng ty Cre8tive
Minds VN rt ra nhng mc tiu ca knh phn phi l: lun lun sn sng,
thun tin nht cho khch hng c th l:
- Xy dng h thng knh phn phi rng khp, ph kn th trng, tip cn ngi
tiu dng rng ri.
- Xy dng h thng knh phn phi linh hot, hiu qu, chi ph thp
- Nng cao hnh nh, thng hiu Cre8tive Minds VN thng qua knh phn phi.

42

Cng ty Cre8tive Minds VN a ra hai knh chnh phn phi sn phm vo th

trng Vit Nam ban u l TP.HCM l knh phn phi trc tip bng lc lng
bn hng, ca hng ca cng ty v knh phn phi gin tip thng qua cc trung
gian phn phi.

CRE8TIVE
MINDS GROUP
Cre8tive Minds
China
Cre8tive Minds
Vit Nam
Ca hng

Bn hng
trc tip

Showroom

Ngi
tiu dng

Ngi
tiu dng

Ngi
tiu dng

Cc loi knh marketing:

Chc nng
Knh

phn

u im

phi Trc tip bn hng -

Nhc im

y nhanh tc -

hn ch trnh

trc tip bng lc n cc khch hng

lu thng hng

chuyn mn ha;

lng bn hng

ln ca cng ty bao

ha

t chc v qun

gm nh tr, trng -

Ngi sn xut

hc trc tiu hc,

thu

phi phc tp

bnh vin cao cp.

nhun cao v n hng

ln,

li
n

knh

phn

vn v nhn lc
phn tn

43

nh, gim bt -

chu chuyn vn

chi

chm.

ph

trung

gian.

Knh

phn

phi Trc tip bn hng Nm bt c nhu -

trc tip bng ca cho

hng ca cng ty

khch

hng. cu v nhng thay

vn v nhn lc
phn tn

Mt khng gian tin i trong th hiu

li vi y sn ca khch hng t
phm ca cng ty.

phn ng nhy
bn hn.

Knh phn phi qua phn phi sn phm Gip

trung gian

cho

doanh -

khng nm bt

ca Cre8tive Minds nghip thm nhp

VN n vi khch vo th trng mi

ca khch hng

hng

d dng hn.

nhu

cu

kp thi
-

kh kim sot
hnh

nh

ca

cng

ty thng

qua cc i l

Ngoi ra cc knh phn phi trc tip v gin tip c cng chc nng l qung b hnh
nh ca Cre8tive Minds VN thng qua cc hot ng giao dch v hnh nh ca mnh
ng thi thu thp thng tin v khch hng, gii p mi thc mc cho khch hng.
Nhm vn ti p ng nhu cu khc nhau ca c phn khc khch hng c nhn v
t chc cng ty chn nhiu knh phn phi cho hai nhm khch hng ny. Do t

44

chc hot ng theo h thng marketing a knh. i vi cc khch hng t chc

chn cch bn hng trc tip. i vi khch hng c nhn pht trin h thng ca hng
v cc i l. Tuy nhin cc knh phn phi ny c th ny sinh mu thun tranh ginh
khch hng nn cn c chnh sch ph hp cho cc i l gii quyt nhng mu
thun ny.
4.3.3. Qun l knh phn phi
4.3.3.1. Mc tiu
Kt hp cc thnh vin trong knh phn phi t mc tiu a sn phm Cre8tive
Minds VN n tn tay ngi tiu dng hiu qu v nhanh nht.
Trong nm u tin tip cn th trng s xy dng 1 ca hng trng by sn phm ca
cng ty ti 49 Cng Qunh P.Nguyn C Trinh Q.1, Tp HCM v 1 gian hng ti
Vincom Center, 72 L Thnh Tn, 47 L T Trng, Qun 1, TP. H Ch Minh, Vit
Nam.
Tuyn chn 37 nh phn phi cho cng ty bao gm 3 nh sch, 34 ca hng chi trn
a bn qun 1, 3, 10, Tn Bnh.
i ng bn hng trc tip gii thiu sn phm n 40 trng mm non, bnh vin trn
a bn thnh ph.
4.3.3.2. Qun l knh phn phi
a)

Tuyn chn thnh vin ca knh

Cc tiu chun la chn thnh vin knh5:

Uy tn, kinh nghim v mt hng chi tr em

Tham kho Ph lc cc tiu chun la chn thnh vin knh v danh sch cc thnh vin knh c th la chn

45

Kh nng thanh ton v tim lc ti chnh

V tr a bn hot ng qun 1, 10, 3, Tn Bnh.

Trnh qun l v kh nng xc tin tiu th

b)

Kch thch cc thnh vin ca knh:

Mt s chng trnh Cre8tive Minds VN c th p dng khuyn khch cc thnh
vin trong knh nh:

Chit khu cc thng trong nm khi cng ty khng c hot ng khuyn mi cho
khch hng s dng chin lc y cc ca hng bn hng nhanh hn. Chit khu
thm 2 5% cho cc ca hng vo qu III.

M cuc thi gia cc ca hng trong qu IV a ra phn thng cho ca hng mua
hp ng vi gi tr cao nht. Phn thng l tin mt hoc hin vt tr gi 50 triu
ng.

Tr cp qung co, chi ph cho sn phm mu trng by, thanh ton ph cho khong
khng gian trng by, c ngi din thuyt gii thiu sn phm, phn thng cho
ca hng, tr cp lu kho, b phn chc nng.

Thng doanh s cho i ng bn hng trc tip showroom, Vincom Center khi t
doanh thu cao.

Doanh thu 1 thng

Thng

100 150 triu

3%

150 di 200 triu

4%

200 di 300 triu

5%

Trn 300 triu

6%

i ng bn hng n cc trng hc v bnh vin trong tng thng:

46

c)

K c hp ng tr gi

Thng % trn tr gi hp ng

5 di 10 triu

1%

10 di 15 triu

2%

15 di 20 triu

3%

20 di 25 triu

4%

25 di 35 triu

5%

35 di 50 triu

6%

50 di 70 triu

7%

70 di 100 triu

8%

100 triu tr ln

9%

nh gi cc thnh vin ca knh phn phi:

Cng ty s t chc nh k nh gi hot ng ca cc thnh vin knh theo

nhng tiu chun nh :
-

Mc doanh s bn c , mc lu kho trung bnh , thi gian giao hng , cch s

l hng ho tht thot hoc h hng , mc hp tc trong cc chng trnh
qung co v hun luyn ca cng ty , v nhng dch v m h cung cp .

t ra nh mc cho cc doanh s trung gian sau tng thi k nh gi mc

t c ca tng trung gian, bng cch ny s gip khuyn khch hot ng
ca trung gian phn phi . Con s ny cng gip cng ty thy c hot ng
ca ton knh v b xung cc bin php marketing kp thi trong phn phi .

47

4.4

Chin lc xc tin
4.4.1

Mc tiu ca chin lc xc tin

Qua nghin cu v mi trng Vit Nam ng thi l mi trng ngnh chi tr

em v cc ngnh hng thay th tng t.Vi s thit k nhm thch nghi ho sn
phm iu chnh hon ton cho ring th trng Vit Nam, Cre8tive Minds VN
quyt nh thng qua bn hnh thc chiu th ch yu: Qung co, khuyn mi,
PR, v cui cng l Marketing trc tip n khch hng mc tiu. Phi hp vi vic
phn phi v chin lc sn phm, gi ca cng ty, 4 hnh thc chiu th trn cng
vi vic bn hng ti cc ca hng trng by ca cng ty (hoc ti a im phn
phi hp tc), chng ti hy vng s mang n mt hiu qu tt cho mc tiu ra
trn.
- Hin ti cng ty ang trong giai on thm nhp vo th trng Vit Nam, cho nn
mc tiu chnh v quan trng nht ca cc chng trnh truyn thng l nhm a
hnh nh thng hiu v sn phm ca cng ty n vi cng ng, n vi khch
hng. Vi ngun ti chnh vng mnh, cng ty s thc hin hng lot cc chin lc
xc tin mnh v hiu qu trong nm u tin tung sn phm ra th trngl
- Nng cao s hiu bit ca khch hng v sn phm v cng ty. Dn dt cho cng
ng thy c gi tr m sn phm ca cng ty mang li v xy dng li cam kt
v cht lng cng nh hnh nh trong sng ca cng ty trong lng khch hng.
4.4.2 Cc chin lc xc tin
Chin lc xc tin cho sn phm Cuboro Cugolino l s kt hp gia nhiu hnh
thc xc tin khc nhau bao gm: qung co, truyn thng v khuyn mi, ty theo
tng giai on khc nhau nhm t c nhng mc tiu sau:
-

Cc hnh thc ny khi kt hp vi nhau s h tr cho nhau ginh ly v tr ti a

trong tm tr ngi tiu dng tim nng.

48

To n tng mnh nht trong tm tr khch hng tim nng bng vic gy t m v
khi gi nhu cu.
-

Khc su hnh nh Cuboro Cugolino vo tm tr ngi tiu dng bng vic lin
tc c nhc n trong cuc sng xung quanh khch hng nh trn cc phng
tin thng tin i chng, ngoi ng, trong siu th

To xu hng tiu dng va chi va hc pht trin tr tu cho tr em Vit.

Kch thch v thc y khch hng i n hnh vi mua sn phm Cuboro

Cugolino.

Kch thch v thc y cc trung gian phn phi hot ng tch cc v c hiu
qu.
4.4.3 Bn tm tt cc chin lc xc tin

Thi gian

Mc tiu

Hot ng

Trc khi tung ra sn -

nh ng tm l Thit k website

phm

trong cng ng
-

To s t m, mong

- Qung co trn truyn hnh v bo

ch

mun khm ph mt Hoch nh chng trnh Marketing

s kin mi
trc tip.
Qu 1

Tung sn phm vo th - Qung co trn truyn hnh v bo

trng, thu ht khch

Giai

on

hng

ch
- PR s kin khai trng v hi tho

tung ra sn

Xy dng hnh nh

Bn chn ng chi cho

phm trong 1

trong tm tr khch

con?

nm

hng

- Khuyn mi bng qu tng

- Marketing trc tip i vi khch
hng thn thit

49

Qu 2

Tng mc doanh thu

- Qung co trn truyn hnh v bo

Nhn mnh vo tm l

ch
- PR s kin quc t thiu nhi v

khch hng
a hnh nh gn gi
hn vi khch hng

cuc thi Cuboro Mnh ghp

sng to
- Khuyn mi bng qu tng
- Marketing trc tip i vi khch
hng thn thit

Qu 3

Ch yu l nhc nh - Qung co trn truyn hnh v bo

hnh nh n cho khch
hng

ch
- Khuyn mi bng qu tng
- Marketing trc tip i vi khch
hng thn thit

Qu 4

Tng lng tiu th ln - Qung co trn truyn hnh v bo

cao, nh mnh tm l

ch

khch hng, gii thiu - S kin Ging sinh diu k

cc

thay

ca - Khuyn mi bng qu tng

Cre8tive minds

- Marketing trc tip i vi khch

hng thn thit

Giai

on Cc

pht trin sn nm
phm

Tip

tc

y mnh - Qung co trn truyn hnh v bo

lng tiu th ln cao

ch

tip

- PR bng cc s kin v pht trin

theo

tr tu cho tr em Vit Nam

Playing

is

the

beginning

of

learnig

50

- Khuyn mi bng qu tng

- Marketing trc tip i vi khch
hng thn thit

4.4.4 Khung thi gian ca cc hot ng xc tin

Qu 4/ Qu 1/ Qu 2/ Qu 3 Qu 4/ Nm
2011

2012

2012

/2012

2012

2013

Chun b chng trnh xc tin

Thnh

lp

website

www.cre8tivemindsvn.com
Qung co gy t m trn truyn hnh v
bo ch
Poster gy t m
Bi bo PR gy t m
Khai trng showroom
Khuyn mi gim gi nhn dp khai
trng
Qung co chnh thc trn truyn hnh
Qung co chnh thc trn bo ch
Marketing trc tip qua catalogue, th
trc tip, in thoi, website
Hi tho Bn chn ng chi cho
con?

51

Khuyn mi bng hnh thc qu tng

nhn dp Quc t thiu nhi 1/6
Qung co trn truyn hnh, bo ch v
website s kin Cuboro Mnh ghp
sng to
Marketing trc tip vi khch hng thn
thit qua in thoi, th trc tip
Cuc thi Cuboro Mnh ghp sng
to
Khuyn mi bng hnh thc qu tng
nhn dp Trung thu
Qung co trn truyn hnh,bo ch v
website chng trnh Cuboro C nh
cng xy Dinh c Lp
Marketing trc tip vi khch hng thn
thit qua in thoi, th trc tip.
Chng trnh Cuboro C nh cng
xy Dinh c Lp
Khuyn mi bng hnh thc dch v gia
tng nhn dp Ging sinh
Qung co trn truyn hnh,bo ch v
website chng trnh Ging sinh diu
k
Marketing trc tip vi khch hng thn

52

thit qua in thoi, th trc tip.

S kin nhy Flashmob Ging sinh diu
k
Cc chng trnh xc tin trong giai
on tng trng ca sn phm

53

4.4.5 La chn phng tin xc tin

4.4.5.1

Marketing trc tip

a) Mc tiu
o Thng tin, gio dc khch hng v tm quan trng ca chi thng minh cho s
pht trin ca tr.
o Tng mc nhn bit ca khch hng v sn phm ca cng ty v cng c hnh nh
ca nhn hiu v s a thch i vi nhng ngi bit n sn phm ca cng ty.
o Lp c danh sch khch hng trin vng cho nhn vin bn hng.
o Mc phn ng p li l 1,5%
b) Khch hng mc tiu ca chin lc
-

Khch hng mc tiu: bao gm nhng khch hng mua gn y nht, khch hng

mua thng xuyn v mua nhiu tin nht. (bao gm khch hng l, v khch hng l t
chc)

Khch hng mua gn y c tnh l khch hng mua trong vng 6 thng

Khch hng mua thng xuyn l khch hng n mua chi t 2 ln tr ln

trong 3 thng

Khch hng mua vi gi tr t 700.000 tr ln trong mt ln mua c coi l

khch hng mua nhiu tin.

c) Thu thp c s d liu
-

Cng ty c th thu thp thng tin lin lc ca khch hng :

T form ng k trn website ca cng ty

Khi bn hng bng cch khch l h cung cp thng tin ri s chuyn nhng thng

tin v sn phm mi

54

Kt hp vi cc chng trnh khuyn mi v cc hot ng khc ca marketing

nh hi ch thng mi, cc s kin truyn thng

T nhn vin ni b cng ty vi tiu ch tui ca ch nhn ca thng tin t 18

tui tr ln vi s lng cn thu thp tu vo v tr ca nhn vin. ng thi kch thch

nhn vin thu thp cng nhiu cng tt, nhng vn bo m tnh xc thc ca nhng d
liu .
d)

La chn cch thc

Tiu ch ca cc cch thc:
Marketing bng catalogue

Catalogue bao gm nhng sn phm ca cng ty c sp xp hp l km theo

thng tin v gi, s tc ng n s pht trin ca trNgoi ra cn c thm nhng

thng tin khc v cch thc mua hng qua in thoi, mua hng trc tuyn, giao hng,
cch thanh ton khuyn khch cng nh to iu kin khch mua hng.
-

Marketing bng -catalogue hng n mi khch hng, bao gm khch hng tim

n v trin vng
Marketing bng th trc tip
-

V ni dung, ngoi nhng ni dung thng thng, nn c thm nhng thng tin

hu ch nh phng php nui dy tr khuyn khch ngi nhn c th.

-

Lu : marketing bng th in t phi bo m khng lm phin khch hng

trnh lm hng hnh nh ca cng ty

Marketing qua in thoi
-

Cng ty c th thit lp tng i tip nhn vic mua hng ca khch hng v c

nhng nhng cuc gi ch tm hiu thng tin ca khch hng.

55

Ngoi ra cng ty c th thc hin marketing trc tip bng cch gi tin nhn gii

thiu nhng sn phm mi v thng tin n khch hng v nhng s kin, hot ng
ca cng ty
Marketing qua website
-

c tch hp vo website ca cng ty, to iu kin khch hng trao i thng

tin, cng nh khuyn khch mua hng.

La chn cch thc theo khch hng

Khch hng c nhn mua l
-

Ngoi nhng cch thc marketing trc tip c tc ng bao qut ton b th

trng, i vi khch hng l, ch s dng thm phng php gi th in t, trnh lm

phin khch hng
-

Ch gi in thoi khi tht cn thit, thay v vy, khuyn khch khch hng gi ti

cng ty.
Khch hng c nhn mua s
-

Cng ty gi catologue sn phm n khch hng thng qua bu in, cng nh

qua internet v c th gp trc tip tip th

Khch hng l t chc(mua s hoc mua l)
-

i vi khch hng ny, cng ty s kt hp nhiu cch thc marketing trc tip,

nhng cch thc nh gi th in t, gi th giyNhng cch thc ch yu l gi

in thoi v gp trc tip m phn. Ring i vi hnh thc gi th in t, ch gi
cho c nhn chu trch nhim mua hng, trnh gi trn lan gy kh chu.
e)
-

Ngn sch:
D kin tng chi cho hot ng Marketing trc tip l 282.000.000VN6

4.4.5.2
6

Qung co

Tham kho thm bng d ton ngn sch Marketing trc tip

56

a) Mc tiu
-

To s t m v sn phm, nh thc nhu cu tim n ca khch hng, tr em v

sn phm.
Xy dng nhn thc ca th trng mc tiu v sn phm chi pht trin tr tu

Cuboro Cugolino.
-

Gia tng mc nhn bit thng hiu v xy dng s trung thnh nhn hiu.

Xy dng v pht trin danh ting cho thng hiu Cuboro Cugolino ca cng ty
Cre8tive Minds VN.
Thng tin v cc s kin PR ca sn phm Cuboro Cugolino.

b)
-

Phng tin qung co

Truyn hnh

o Cng ty la chn cc knh truyn hnh: HTV7, VTV3, VCTV1, VCTV8

o Knh truyn hnh HTV7:
Qung co 30 giy vo th 2 th 6 hng tun t 19h-20h.
Qung co 30 giy vo th 7 hng tun, trong chng trnh Th gii M v B
lc 9h-9h30 v T hon tranh ti lc 19h-19h30.
o Knh truyn hnh VTV3:
Qung co 30 giy vo chng trnh Chc b ng ngon, t 20h-21h.
o Knh truyn hnh hot hnh BiBi - VCTV8
Qung co 30 giy vo khung gi 16h-19h.
o Knh truyn hnh VTC1
Qung co 30 giy trong chng trnh gameshow Thn ng t Vit, khug gi
t 10h-12h tra th 7, ch nht
-

Bo ch

o Cng ty la chn cc knh bo ch: Tp ch Tip th gia nh, tp ch M & B,

bo Nhi ng.
o Pht hnh catalogue, brochure ca sn phm
o Tp san Cng b chi, khi tr tu

57

c) Thng ip qung co
Qu 4/2011: Playing is the beginning of learning! - Bn chn ng chi

cho con?
-

Qu 1/2012:Cc con ca bn thng chi g? Chng thch g nht no? Chng

ti, cng ty Cre8tive Minds VN, dnh tt c v mt th h mi cho tr. Chng ti
lun cung cp nhng sn phm tt nht v ha hn khng ngng gip tr nh pht
trin. Nay chng ti tng bng khai trng ca hng trng by u tin ti Vit
Nam, vi mong mun s mang n cho khch hng mt ni c th chn la
chi tt nht cho tr, mt sn chi tr tu cho tr !Hy n vi chng ti, nhiu bt
ng v qu tng hp dn ang ch n cc bn.

Qu 2/2012:K nim ngy l thing ling dnh cho tr em ton th gi, Cre8tive
Minds VN m ra ngy hi V tr th ti cng vin vn ho m Sen, vo ngy
1/6.Mi ph huynh vi 1 tr nh s c vo cng t do, nu nh c v u i khi
mua hng ca Cre8tive Minds VN.ng thi, ti ngy hi, cc em s c th tr
nghim sn chi th v ti m sen vi cuc thi Cuboro-Mnh ghp sng
toNo hy tham gia ngy hi cng Cre8tive Minds VN v cho con bn mt sn
chi tht l th, mt ngy quc t thiu nhi y ngha v ng nh

Qu 3/2012: bao gi gia nh bn ngh ti vic xy Dinh c Lp? bao

gi bn ngh ti vic cng b lm nn nhng k nim tht ng nh ln u ti
Vit Nam? bao gi Ba, M v B cng th tr thng minh vi Cuboro
Guiness? Ba, M i, dt b cng tham d chng trnh Cuboro-C nh cng xy
Dinh c Lp nh!

Qu 4/2012: Mt s kin honh trng v th v sp sa din ra ti Vincom Center

HoChiMinh?Mt c hi him c thm him M hnh chi ln nht t trc
n nay ti Vit Nam!Mt c hi cng tn hng khng kh v cng si ng
ca Flashmob ngay trong lng TPHCM!Mt c hi tri nghim nhng giy
pht cn no ti gian hng Kids Generation! Hy n vi chng trnh Ging
sinh diu k no cc b i!

58

d)
-

Ngn sch:

D kin tng chi ph cho hot ng qung co l: 10,164,000,000 VN7

4.4.5.3

Khuyn mi

a) Mc tiu
- ng vin khch hng s dng th sn phm ca khch hng c nhn.
- Khuyn khch khch hng mua nhiu sn phm ca khch hng c nhn.
- Tng mc mua bsan sn phm v d tr ca trung gian phn phi.
b) Phng tin khuyn mi
- i vi khch hng c nhn: gim gi hng bn, khuyn mi bng hnh thc qu
tng km, sn phm gia tng, rt thm trng thng.
- i vi khch hng t chc: chit khu, thng trn doanh s.
c) Chng trnh khuyn mi
- Cc chng trnh khuyn mi thng xuyn
o i vi khch hng thuc knh phn phi v t chc: khch hng khi mua hng vi
s lng ln ( trn 50 sn phm ) s c vn chuyn min ph. ng thi s nhn
c th khch hng v tham gia vo chng trnh tch ly im, 3 khch hng c
s im tch ly trong mt nm nhiu nht s nhn c mt chuyn i du lch
Singapore 5 ngy. a im du lch s c thay i theo tng nm.
o i vi khch hng l c nhn: nu khch hng mua hng tr gi 800 nghn tr ln
s c tng 1 th khch hng v tham gia vo chng trnh tch ly im, s im
ty thuc vo gi tr sn phm khch hng mua, c 100 000 VN s tng ng
vi s im l 10. S im tch ly c s c quy ra t l gim gi khi mua hng
nhng ln sau, c th: 10-100 im gim gi 5%, 100- 200 im gim gi 7.5% v
trn 200 im gim gi 10%.
o Cc chng trnh bc thm trng thng: khch hng khi mua hng s c tham
d cc chng trnh bc thm trng thng c t chc 6 thng/ln, mi sn phm
c km 1 phiu co rt thm trng thng, gii nht l 1 chic xe my tr gi 40
7

Tham kho thm bng d ton ngn sch qung co

59

triu, gii nh l 1 chic my git tr gi 20 triu, gii ba l 1 chic l vi sng tr gi

9 triu.
- Qu 1/2012:
o Gim gi 5% cho tt c cc sn phm i vi khch hng c nhn v gim gi 10%
i vi knh phn phi v khch hng t chc.
o Chng trnh chi th sn phm: Cc b tham gia s c hng dn cch chi v
sau s thi u vi nhau, 3 b chi thng cuc s c tng mt b chi
thng minh vi tng gi tr 2 triu.
o Rt thm trng thng vo cui ngy, phn thng gm: 1 gii nht l 1 chic ti vi
Sam sung tr gi 30 triu v 1 b chi thng minh, gii nh l 1 chic t lnh tr
gi 20 triu v 1 b chi thng minh, gii ba l 1 chic my chp hnh tr gi 10
triu v 1 b chi thng minh
- Qu 2/2012:
o Khi khch hng mua 1 sn phm s c nhn mt phiu chi 3 tr chi min ph
ti m Sen vo ngy 1/6.
o Tng qu cho cc b khi tham gia chng trnh ti m Sen nu nh c v vo
cng ca Cre8tive Minds VN tng.
- Qu 3/2012:
o Khi khch hng mua sn phm, ng vi 600 000 VN s c tng mt lng n
trung thu tr gi 50 000 VN.
- Qu 4/2012
o Vi mi sn phm khch hng mua s c cung cp dch v chuyn qu min
ph, nhn vin ca Cre8tive Minds VN s ng thnh ng gi Nen n tng
qu cho b.
d) Ngn sch:
-

D ton tng chi ph cho hot ng khuyn mi: 1,435,000,000 VN8

4.4.5.4
8

PR

Tham kho thm bng d ton ngn sch cho hot ng khuyn smi

60

a) Mc tiu
-

Xy dng thin cm ca cng chng vi sn phm Cuboro Cugolino v cng ty

Cre8tive Minds VN.

H tr hot ng bn hng ca sn phm.

b) Cng c PR
-

T chc cc s kin khai trng, cuc thi, flashmob

c) Chng trnh PR

Qu 1/2012: Thng ip Playing is the beginning of learning

o S kin khai trng cng ty cng Ban gim c cng ty, i din thng hiu gia
nh ngh s Trng Ngc nh, khch hng tim nng.
o Hi tho Bn chn ng chi cho con? Cc chuyn gia v gio dc s a
ra cc nhn nh v thc trng chi tr em ti Vit Nam ngy cng mang tnh
bo lc v thiu tnh gio dc. Sau a ra xu hng mi, nhng li khuyn v
gii p thc mc cho cha m khi la chn chi cho con mnh.Tr i cng s
tham d hot ng ring bit trong khu tr chi K nng c bn lp rp Cuboro.
Bn cnh , cc chuyn gia s hng dn cc b mt s k nng c bn lp
rp cuboro v mt s m hnh mu. Cc b s c hng dn trc tip tng
ngi mt, trong thi gian cc b chi.
-

Qu 2/2012:

Cuc thi Cuboro Mnh ghp sng to. Cc b s tham gia thi u theo nhm
tui: t 3-4 tui, 5-6 tui, 7-8 tui, tiu ch chm im da theo tnh c o v
sng to ca m hnh lp c.

Qu 3/2012:

Chng trnh C nh cng xy Dinh c Lp.Hot ng chnh l ba m cng b

s xy dng hnh mu Dinh c Lp da trn cc khi g Cuboro.

Qu 4/2012:

Trng by M hnh phng to ca Cuboro Cugolino

61

Nhy flashmob cho n ging sinh

d) Ngn sch:

D ton tng chi ph cho hot ng PR: 925,146,000 VN9

Tham kho thm bng d tr chi ph cho hot ng PR

62

Chng 5: D BO
D bo doanh s v th phn

5.1

5.1.1 Doanh thu

Theo chin lc sn phm, nm u tin cng ty s a vo th trng Vit Nam: b
Cuboro Cugolino c bn vi 4 b b sung khc gm c:Cuboro Cugolino Sub, Cuboro
Cugolino Pop, Cuboro Cugolino Magic v Cuboro Cugolino Hit. Tuy nhin, qu 1 ch
a vo sn phm Cuboro Cugolino c bn v 2 b b sung cp d nht Cuboro
Cugolino Sub, Cuboro Cugolino Pop th nghim v o lng dung lng th trng
cng nh xem xt phn ng ca khch hng v cc i th cnh tranh. Sau , vo qu 3
v qu 4, cng ty s tung ra th trng 2 b b sung vi cp th thch cao hn l
Cuboro Cugolino Magic v Cuboro Cugolino Hit ty theo kt qu kinh doanh ca cc sn
phm tung ra trc .
Tip theo, theo chin lc phn phi, t mc tiu a sn phm Cre8tive Minds Vit
Nam n tn tay ngi tiu dng hiu qu v nhanh nht, cng ty d nh xy dng 1 ca
hng trng by sn phm, 1 gian hng v phn phi thng qua 3 nh sch, 34 ca hng
chi trn a bn qun 1, 3, 10, Tn Bnh. Nh vy, trong nm u tin khi thm nhp
vo th trng Vit Nam, cng ty c tnh trung bnh s bn c:
-

B Cuboro Cugolino c bn: 3 sn phm/ca hng/ngy

B Cuboro Cugolino Sub: 2 sn phm/ca hng/ngy
B Cuboro Cugolino Pop: 1 sn phm/ca hng/ngy
B Cuboro Cugolino Magic: 0.5 sn phm/ca hng/ngy
B Cuboro Cugolino Hit: 0.25sn phm/ca hng/ngy

Theo chin lc gi, ta c gi bn cc sn phm nh sau:

-

Sn phm c bn Cuboro Cugolino Basic vo mc 600.000 VN/sn phm.

B Cuboro Cugolino Sub: 170.000VN
B Cuboro Cugolino Pop: 280.000VN
B Cuboro Cugolino Magic: 390.000VN
B Cuboro Cugolino Hit: 560.000 VN

63

Ngoi ra, xt theo chu k kinh doanh, cng ty xc nh t l % doanh thu gia cc qu
nh sau:
- Qu 1: 15% tng doanh thu c nm, do mi a sn phm vo th trng
- Qu 2 v qu 4: 30% tng doanh thu c nm, do c cc s kin quc t thiu nhi,
noel.. y nhu cu ngi tiu dng tng cao.
- Qu 3:25% tng doanh thu c nm, do khng c nhiu s kin, nhng vn c cc
nhn t thc y tiu th cao hn qu 1 nh trung thu, ngh h
Tm li, cng ty c tnh doanh thu nm th 1 nh sau:
D ton tiu th nm 2012 (n v: ngn ng)
Q.I
SL
Basic

6,5
70

Sub

4,3
80

Pop

2,1
90

Magi
c

Hit

Tng
cng

13,
140

Q.II

G
6
0
0
1
7
0
2
8
0
3
9
0
5
6
0

G
6
3,942 13,
0
,000 140
0
1
744,6 8,7
7
00
60
0
2
613,2 4,3
8
00
80
0
3
0
0
9
0
5
0
0
6
0
5,299 26,
,800 280
GT

SL

Q.III

G
6
7,884, 10,
0
000
950
0
1
1,489, 7,3
7
200
00
0
2
1,226, 3,6
8
400
50
0
3
1,6
0
9
43
0
5
0
821 6
0
10,59 24,
9,600 364
GT

SL

Tng
cng

Q.IV

G
6
6,570 13,
0
,000 140
0
1
1,241 8,7
7
,000 60
0
2
1,022 4,3
8
,000 80
0
3
640,7 2,0
9
70
07
0
5
459,7 1,0
6
60
04
0
9,933 29,
,530 291
GT

SL

GT
7,884,
000
1,489,
200
1,226,
400
782,7
30
562,2
40
11,94
4,570

37,77
7,500

5.2.2 Gi vn hng bn
Theo chin lc gi, t sut gi vn hng bn trn doanh thu thun ca cc i th cnh
tranh giao ng t 60% -65%, nhng do thng hiu sn phm cng ty cao hn so vi

64

mt bng chung v cng nh quy m ln v cng ngh tin tin trong ngnh, nn cng ty
quyt nh mc t sut 32%.
Ngoi ra, cng ty d tnh s nhp hng 1 ln/ nm, trong :
- Chi ph nhp khu: chi ph thu container + chi ph nhp khu khc = 36 triu
VN
- Chi ph vn chuyn ni a = 5 triu VN * 40 = 200 triu VN
V cc chi ph ny c phn b cho tng loi sn phm theo t l trn gi bn th trng
ca chng.
Do , d ton gi vn hng bn ca cng ty c th nh sau:
Gi vn hng bn tng sn phm
Basic
Sub
Pop
Magic
Hit
Gi xut xng
126,120 36,902 60,200 83,518 122,563
Chi ph xut khu sang Vit Nam 650
183
300
416
576
Cc khon thu (10%)
60,000 17,000 28,000 39,000 54,000
Chi ph vn chuyn ni a
3,230
915
1,500 2,066
2,861
Gi vn hng bn
190,000 55,000 90,000 125,000 180,000
D ton gi vn hng bn
Q. I
Q.II
SL
6,5
Basic
70
Sub
Pop

4,3
80
2,1
90

Magi
0
c
Hit

Tng 13,

GV
GT
HB
19
0
55
90
12
5
18
0

SL

1,24
8,30
0
240,
900
197,
100

13,
14
0
8,7
60
4,3
80

1,68

26,

Q.III
GV
GT
HB
19
0
55
90
12
5
18
0

2,49
6,60
0
481,
800
394,
200
0
0
3,37

SL
10,
95
0
73
00
36
50
16
43
82
1
24,

Q.IV
GV
GT
HB
19
0
55
90
12
5
18
0

2,08
0,50
0
401,
500
328,
500
205,
375
147,
780
3,16

SL
13,
14
0
87
60
43
80
20
07
10
04
29,

GV
GT
HB
19
0
55
90
12
5
18
0

2,49
6,60
0
481,
800
394,
200
250,
875
180,
720
3,80

Tng
sn
lng
43,800
29,200
14,600
3,650
1,825
12,026,

65

cng

14
0

6,30
0

28
0

2,60
0

36
4

3,65
5

29
1

4,19
5

750

5.2.3 Chi ph bn hng - Chi ph qun l doanh nghip

Da trn cc chin lc xc tin bao gm Mar trc tip, PR, qung co v khuyn mi;
cng ty d tnh chi ph bn hng s chim khong 40% tng doanh thu nm u tin,
tng ng 13,3 t VN. ng thi, chi ph qun l doanh nghip v chi ph kinh
doanh khc s chim 38%, tng ng khong 12,6 t VN do chi chi ph nghin cu
v pht trin cao (chim khong 10% tng doanh thu). C th nh sau:
5.2.3.1 Chi ph Mar trc tip
Thi
gian

Qu I

Qu II

Qu III

Ni dung

Chi tit
Chi ph
Thit k (600,000/trang x 16 9,600,0
trang)
00
Chi ph catalogues
Chi ph in catalogues (700 x 16 22,400,
trang x 2000)
000
Chi ph phn mm
7,500,0
qun l
2,500,000/thng
00
4,000,0
Chi ph xy dng ban u
00
Chi ph in thoi
Chi
ph
duy
tr 30,000,
(10,000,000/thng)
000
Thit k (600,000/trang x 16 9,600,0
trang)
00
Chi ph catalogues
Chi ph in catalogues (700 x 16 22,400,
trang x 2000)
000
Chi ph phn mm
7,500,0
qun l
2,500,000/thng
00
Chi
ph
duy
tr 30,000,
Chi ph in thoi
(10,000,000/thng)
000
Thit k (600,000/trang x 16 9,600,0
Chi ph catalogues
trang)
00

Tng
cng

73,500,0
00

6950000
0

6950000
0

66

Chi ph in catalogues (700 x 16 22,400,

trang x 2000)
000
Chi ph phn mm
7,500,0
qun l
2,500,000/thng
00
Chi
ph
duy
tr 30,000,
Chi ph in thoi
(10,000,000/thng)
000
Thit k (600,000/trang x 16 9,600,0
trang)
00
Chi ph catalogues
Chi ph in catalogues (700 x 16 22,400,
trang x 2000)
000
Qu IV
Chi ph phn mm
7,500,0
qun l
2,500,000/thng
00
Chi
ph
duy
tr 30,000,
Chi ph in thoi
(10,000,000/thng)
000

6950000
0

282,000,
000

Tng cng

5.2.3.2 Chi ph qung co (truyn hnh, tp ch)

Chi ph qung co trn truyn hnh
i

Ngy
sng

pht Gi pht S
sng
ln

T2-T6

19h-20h

12

T7-CN

19h-20h

10

VTV3 T2-CN

20h-21h

10

T2-CN

16h-19h

10

T2-CN

10h-12h

10

T2-T6

19h-20h

18

HTV7
Qu
IV/2011

VCT
V8
VCT
V1
Qu
I/2012

HTV7
T7-CN

19h-20h

14

n gi 1 ln pht
Chi ph
song
360,000,
30,000,000
000
150,000,
15,000,000
000
500,000,
50,000,000
000
100,000,
10,000,000
000
220,000,
22,000,000
000
540,000,
30,000,000
000
210,000,
15,000,000
000

Tng CP tng
qu

1,330,000,000

1,570,000,000

67

VTV3 T2-CN

20h-21h

10

50,000,000

T2-CN

16h-19h

10

10,000,000

T2-CN

10h-12h

10

22,000,000

T2-T6

19h-20h

14

30,000,000

T7-CN

19h-20h

12

15,000,000

VTV3 T2-CN

20h-21h

10

50,000,000

T2-CN

16h-19h

10

10,000,000

T2-CN

10h-12h

10

22,000,000

T2-T6

19h-20h

16

30,000,000

T7-CN

19h-20h

16

15,000,000

VTV3 T2-CN

20h-21h

10

50,000,000

T2-CN

16h-19h

10

10,000,000

T2-CN

10h-12h

10

22,000,000

T2-T6

19h-20h

16

30,000,000

T7-CN

19h-20h

12

15,000,000

VTV3 T2-CN

20h-21h

10

50,000,000

T2-CN

16h-19h

10

10,000,000

T2-CN

10h-12h

10

22,000,000

VCT
V8
VCT
V1
HTV7

Qu
II/2012

VCT
V8
VCT
V1

HTV7
Qu
III/2012

VCT
V8
VCT
V1
HTV7

Qu
IV/2012

VCT
V8
VCT
V1
Tng
cng

500,000,
000
100,000,
000
220,000,
000
420,000,
000
180,000,
000
500,000,
000
100,000,
000
220,000,
000
480,000,
000
240,000,
000
500,000,
000
100,000,
000
220,000,
000
480,000,
000
180,000,
000
500,000,
000
100,000,
000
220,000,
000

1,420,000,000

1,540,000,000

1,480,000,000

7,340,000,000

68

Bo/Tp ch
Qu
IV/2011

M&B

1 trang 3

Nhi ng

1 trang 6
1
quyn 5,000
1
quyn 2,000

Catalogue

Qu
II/2012

Qu
III/2012

S
lng

Tip th&Gia 1 trang 2

nh
1/2
4
trang

Brochure

Qu
I/2012

Kch
c

Tip th&Gia 1 trang 2

nh
1/2
4
trang
M&B

1 trang 3

Nhi ng
Brochure

1 trang 6
5,000

Tip th&Gia 1 trang 1

nh
1/2
2
trang
M&B

1 trang 3

Nhi ng

1 trang 3

Tp san
Tip th&Gia 1/2
nh
trang

5,000
8

Gi/k
65,000,0
00
45,000,0
00
20,000,0
00
12,000,0
00

CP

Tng CP tng
qu

130,000,000

487,000,000

5,000

25,000,000

10,000
65,000,0
00
45,000,0
00
20,000,0
00
12,000,0
00
10,000
65,000,0
00
45,000,0
00
20,000,0
00
12,000,0
00
25,000,0
00
45,000,0
00

20,000,000

180,000,000
60,000,000
72,000,000

130,000,000

492,000,000

180,000,000
60,000,000
72,000,000
50,000,000
65,000,000

611,000,000

90,000,000
60,000,000
36,000,000
125,000,000,
000
360,000,000

564,000,000

69

Qu
IV/2012

M&B

1 trang 3

Nhi ng

1 trang 12

Tip th&Gia 1 trang 2

nh
1/2
8
trang
M&B

1 trang 3

Nhi ng

1 trang 10

20,000,0
00
12,000,0
00
65,000,0
00
45,000,0
00
20,000,0
00
12,000,0
00

60,000,000
144,000,000
130,000,000

670,000,000

360,000,000
60,000,000
120,000,000

Tng
cng

2,824,000,000

Tng chi ph qung co

Qu IV/2011
Qu I
Qu II
Qu III
Qu IV

1,817,000,000
2,062,000,000
2,031,000,000
2,104,000,000
2,150,000,000
10,164,000,000

5.2.3.3 Chi ph khuyn mi

Cc hnh thc (n v : ngn ng)
Gim gi hng bn
Chi
ph
Thng cho khch hng t chc v
thng
knh phn phi
xuyn
Rt thm trng thng

Qu
I
50,0
00

Chi ph cho Gim gi nhn dp khai trng 278,

Qu
II
60,0
00

69,0
00

Qu
III
65,0
00

Qu
IV
65,0
00
182,
000
69,0
00

Tng
240,0
00
182,0
00
138,0
00
278,0

70

cc s kin showroom
c
bit Gii thng chng trnh chi th sn
tng qu
phm trong ngy khai trng
Rt thm trng thng trong ngy khai
trng
Phiu tr chi min ph cho b nhn
dp Quc t thiu nhi
Gii thng cuc thi chinh phc th
thch 1/6
Qu tng nhn dp tt trung thu
Chuyn qu nhn dp noel
Tng cng

000
2,00
0
70,0
00

00
2,000

70,00
0
150,
150,0
000
00
350,
350,0
000
00
10,0
10,00
00
0
15,0 15,00
00
0
400, 629, 75,0 331, 1,435
000 000 00
000 ,000

5.2.3.4 Chi ph PR
KHAI TRNG SHOWROOM
ST
T

KHON
MC

Tip tn

Trang tr
Dn dng

S
N
LN GI
G
(VN)

M T CHI TIT

V
T

Hoa

lng 6

120,000

720,000

Nc ung

thn
6
g

60,000

360,000

m thanh - nh sng

Bn gh
Bong bng
cho)

8,000,00
8,000,000
0
150,000 750,000

kg

100,000

ng
i

2,000,00
4,000,000
0

ng
i

5,000,00
20,000,000
0

(cng

Nhn s thc
MC chng trnh
hin
& khch mi
Chuyn gia gio dc
biu din

THNH
TIN

300,000

71

Ngh s Trng Ngc ng

nh
i

15,000,0
15,000,000
00

Nhn vin thc hin - ng

hu i
i

20

400,000

8,000,000

200,000

600,000

200,000

800,000

ng
Nhn s h V sinh
i
tr
Bo v ti a im t ng
chc
i
Sn phm mu

500,000

2,000,000

Nhn s cho workchop

ng
i

300,000

2,400,000

Thu dng c

50,000

200,000

Workshop

Lu tr

Quay phim
Chp hnh 12x15

DV
D
tm

1
100

TNG CNG
D tr
Tng cng

5,500,00
5,500,000
0
300,000
3,000
68,930,000
6893000
75,823,000

HI THO "BN CHN NG CHI CHO CON"

S
N GI THNH
STT KHON MC
M T CHI TIT
VT
LNG (VN)
TIN
1

a im

Khch sn Sheraton

bui

50,000,000 50,000,000

Chi ph in n

B presskit cho bo ch

100,000

800,000

600

10,000

6,000,000

400

20,000

8,000,000

B ti liu cho khch

b
mi
B brochure v sn
b
phm

72

Banners treo trong hi 1.5x2

tho
m2

500,000

260,000

V mi

300

5,000

1,500,000

Hoa
Nc ung

lng
thng

5
15

120,000
60,000

600,000
900,000

10,000,000 10,000,000

b
kg

5
1

150,000
1,000,000

750,000
1,000,000

4,000,000

8,000,000

5,000,000

15,000,000

20,000,000 20,000,000

20

400,000

8,000,000

3
4
6
4
1
100

200,000
500,000
500,000
50,000
10,000,000
3,000

600,000
2,000,000
3,000,000
200,000
10,000,000
300,000
146,910,000
14,691,000
161,601,000

Tip tn

Trang tr - Dn
m thanh - nh sng
dng
Bn gh
Vt dng trang tr

Nhn s thc MC chng trnh

ngi
hin
ngi
& khch mi Chuyn gia gio dc
biu din
Ngh s Trng Ngc
ngi
nh

6
7

Nhn s h tr
Workshop

Lu tr

Nhn vin thc hin ngi

hu i
V sinh
ngi
Sn phm mu
b
Nhn s cho workchop
ngi
Thu dng c
b
Quay phim
DVD
Chp hnh 12x15
tm

TNG CNG
D tr (10%)
Tng cng

"CUBORO - C NH CNG XY DINH C LP

ST
T

KHON MC

M T CHI TIT VT

S
L
NG

N
GI
(VN)

THNH
TIN

73

a im

Chi ph in n

Tip tn

Nh thi u Ph
Th
B ti liu cho
khch mi
B brochure v sn
phm
Banners treo trong
hi tho
Posters dn ti nh
thi u
V mi
Nhn s
Nc ung

Ngy

25,000,
000

600

5,000

3,000,000

b
1.5x2
m2
40x60
cm2

400

10,000

4,000,000

350,000 260,000

15,000

t
ngi
Thng

300
20
50

1,500,000
5,000
300,000 6,000,000
60,000 3,000,000

1
30
50

15,000,
15,000,000
000
200,000 6,000,000
20,000 1,000,000

Trang tr - Dn m thanh - nh
sng
b
dng
Bn gh
b
Thm lt
tm

25,000,000

ngi

ngi

4,000,0
00
5,000,0
00

ngi
ngi
ngi

1
20
3

25,000,
25,000,000
000
400,000 8,000,000
300,000 900,000

ngi

30

Khi g

khi

3000

Thit k
Vn chuyn

bn
chuyn

5
4

Nhn s thc MC chng trnh

hin
Chuyn gia gio
& khch mi dc
biu din
Ngh s Trng
Ngc nh
Nhn vin ph vic
V sinh
Nhn s h tr Bo v ti a im
t chc

M hnh

16,000,000
10,000,000

300,000 9,000,000
387,000,00
129,000 0
5,000,0
25,000,000
00
500,000 2,000,000

74

Lu tr

Quay phim
Chp hnh 12x15

DVD
tm

7,000,0
00
10,000

2
40

TNG CNG
D TR
Tng cng

14,000,000
400,000
562,060,00
0
56,206,000
618,266,00
0

S KIN "GING SINH DIU K"

STT KHON MC
1
2

a im

M T CHI TIT

VT

S
N GI THNH
LNG (VN)
TIN

Trc snh Vincom Center

bui

50,000,000 50,000,000

B brochure v sn phm

b
1.5x2
m2
t
b

400

10,000

3
20
1

260,000
500,000
200,000
10,000
10,000,000 10,000,000

3,000,000

24,000,000

3
3

5,000,000
5,000,000

15,000,000
15,000,000

ngi
ngi
ngi

4
50
5

3,000,000
1,000,000
700,000

12,000,000
50,000,000
3,500,000

ngi
ngi

10
8

400,000
500,000

4,000,000
4,000,000

Chi ph in n
Banners treo trong hi tho
Posters
nh sng

Trang tr - Dn M hnh phng to ca chi

cuboro
b
dng
Dy n neon, dng c trang tr
ging sinh
m thanh
b
Nhn s thc
hin
Hot no chng trnh
& khch mi V cng nhy flashmobe
biu din
Ngi mc m hnh khi Cuboro

Nhn s h tr

Nhn vin bn tip tn

Bo v ring ca cng ty

4,000,000

75

Lu tr
TNG CNG
D tr
Tng cng

Chp hnh 12x15

tm

1000

3,000

3,000,000
194,960,000
19,496,000
214,456,000

5.2.4 Chi ph chit khu

Theo chin lc phn phi, cng ty d tnh qu 1 doanh thu t cc ca hng chim 60%
tng doanh thu ( do s lng ch c 8 ca hng). Qu 2 t l ny l 70%, qu 3 v 4 l
80%. V vy, cc qu 1,2,4 chit khu 10%, ring qu 3 chit khu 12% do cng ty t c
hnh thc khuyn mi cho ngi mua nn s chit khu thm cho ca hng. Ngoi ra,
thng cho nhn vin bn hng showroom: qu 1,3,4 thng 5% , qu 2 thng 6%
doanh thu ca showroom; n gin gi s i ng bn hng trc tip cng thng
trung bnh cng t l trn.Tm li, d ton chit khu cng ty nm u tin nh sau:
5.2.4.1 Chit khu cho cc ca hng, nh sch

D ton chit khu

Thi
gian
Sn phm

Qu 1

Qu 2

S
lng

n
gi

Cuboro Cugolino Basic

Cuboro Cugolino Sub
Cuboro Cugolino Pop
Cuboro
Cugolino
Magic
Cuboro Cugolino Hit

6,570
4380
2190

600,000 3,942,000,000
170,000 744,600,000
280,000 613,200,000

0
0

390,000 0
560,000 0

Tng cng

13,140

5,299,800,000

Cuboro Cugolino Basic 13,140

600,000 7,884,000,000

Cuboro Cugolino Sub

170,000 1,489,200,000

8760

Thnh tin

Chit khu
236,520,00
0
44,676,000
36,792,000
0
0
317,988,00
0
551,880,00
0
104,244,00
0

76

Cuboro Cugolino Pop

4380
Cuboro
Cugolino
Magic
0
Cuboro Cugolino Hit
0

280,000 1,226,400,000

85,848,000

26,280

390,000 0
560,000 0
10,599,600,00
0

Cuboro Cugolino Basic 10,950

600,000 6,570,000,000

Cuboro Cugolino Sub

Cuboro Cugolino Pop
Cuboro
Cugolino
Magic
Cuboro Cugolino Hit

7300
3650

170,000 1,241,000,000
280,000 1,022,000,000

0
0
741,972,00
0
630,720,00
0
119,136,00
0
98,112,000

1643
821

390,000 640,770,000
560,000 459,760,000

Tng cng

24,364

9,933,530,000

Cuboro Cugolino Basic 13,140

600,000 7,884,000,000

Cuboro Cugolino Sub

Cuboro Cugolino Pop
Cuboro
Cugolino
Magic
Cuboro Cugolino Hit

170,000 1,489,200,000
280,000 1,226,400,000

Tng cng

Qu 3

8760
4380
2007
1004

390,000 782,730,000
560,000 562,240,000
11,944,570,00
Qu 4
Tng cng
29,291
0
5.2.4.2 Chit khu cho nhn vin bn hng trc tip

61,513,920
44,136,960
953,618,88
0
630,720,00
0
119,136,00
0
98,112,000
62,618,400
44,979,200
955,565,60
0

D ton thng nhn vin bn hng trc tip v nhn vin ca hng
Qu 1
26,500,000
Qu 2
47,700,000
Qu 3
24,900,000
Qu 4
29,800,000
5.2.5 D ton li l

77

Nm 1:
-

Gi vn hng bn chim 30%

Chi ph bn hng v chi ph qun l doanh nghip cao do cng ty mi thm nhp vo
th trng, c th ln lt l 40% v 38% doanh thu cng ty.
Chit khu hng bn chim 7%
L nm 1 : 15% doanh thu

Cc nm tip theo, cng ty nh gi:

-

Tnh trng lm pht, nhp siu v li sut s c ci thin trong 5 nm tip theo do
cc chnh sch thu ht u t ca chnh ph, c bit l cc u i vi mt hng
chi sng to, gip pht trin trnh dn tr.
Tc tng trng doanh thu qua cc nm ln lt l: 11%, 18%, 22% v 30% so
vi nm trc .
Gi vn hng bn s gim dn, c th 2 nm u l 32% doanh thu v 3 nm cn li
l 30% doanh thu do t c tnh quy m v kinh t.
Chi ph bn hng v qun l doanh nghip s gim dn v mc n nh ca th trng
(30%; 13%) bi t c mc tiu thu ht khch hng v chi ph nghin cu v pht
trin th trng gim mnh so vi mc 10% ca nm 1, c th nh sau:
Chi ph bn hng 4 nm tip theo ln lt l: 39%, 34%, 30% v 28%
doanh thu nm
Chi ph qun l doanh nghip v chi ph khc ln lt 4 nm sau l: 31%,
23%, 16% v 12%; trong chi ph nghin cu v pht trin sn phm s
gim v mc bnh qun th trng l 2% tng doanh thu.
- Chit khu s gim dn do cng ty mun em li mc gi cnh tranh v hp l
hn cho ngi tiu dng v m rng ra cc hnh thc bn hng khc, c th chit
khu 4 nm s ln lt l: 7%, 6%, 5% v 4.5%.
- Do , li l 4 nm tip theo s nh sau:
Nm 2: L 8%
Nm 3: Li 4%
Nm 4: Li 18%
Nm 5: Li 25%

D ton li l
Ch tiu
Doanh thu bn hng

Nm 1
37,777,50

Nm 2
41,933,02

Nm 3
49,761,92

Nm 4
60,908,59

Nm 5
79,181,16

78

Chit khu hng bn

Gi vn hng bn
Li nhun t hot
ng bn hng
Chi ph bn hng
Chi ph qung co
Chi ph khuyn mi
Chi ph PR
Chi ph Mar trc
tip
Chi ph qun l doanh
nghip
Chi ph khc
Chi ph khc
Chi ph nghin cu v
pht trin

Li nhun trc thu

Thu TNDN (25%)

Li nhun sau thu

0,000
2,696,144,
480
12,026,75
0,000
23,054,60
5,520
13,235,78
2,000
10,164,00
0,000
1,435,000,
000
1,354,782,
000
282,000,0
00
7,555,500,
000
6,789,998,
500
3,022,200,
000
3,767,798,
500
4,526,674,
980

5,000
2,783,769,
176
13,157,26
4,500
25,991,99
1,324
16,015,29
6,220
12,298,44
0,000
1,736,350,
000
1,639,286,
220
341,220,0
00
9,293,265,
000
4,038,072,
104
2,675,248,
792
1,362,823,
313
3,354,642,
000

0,768
2,931,308,
942
14,928,57
6,230
31,902,03
5,595
17,408,62
6,991
13,368,40
4,280
1,887,412,
450
1,781,904,
121
370,906,1
40
7,464,288,
115
4,976,192,
077
3,483,334,
454
1,492,857,
623

1,019
3,104,256,
169
18,272,57
7,306
39,531,75
7,544
18,226,83
2,460
13,996,71
9,281
1,976,120,
835
1,865,653,
615
388,338,7
29
6,090,859,
102
4,263,601,
371
3,045,429,
551
1,218,171,
820

8,325
3,378,672,
415
22,962,53
8,814
52,839,95
7,096
22,236,73
5,601
17,075,99
7,523
2,410,867,
419
2,276,097,
410
473,773,2
49
5,542,681,
783
4,988,413,
604
3,404,790,
238
1,583,623,
367

2,052,928,
412
513,232,1
03

10,950,46
4,611
2,737,616,
153

20,072,12
6,108
5,018,031,
527

0
4,526,674,
980

0
3,354,642, 1,539,696, 8,212,848, 15,054,09
000
309
458
4,581

79

5.2

D bo ri ro

5.2.1. Ri ro thm nhp th trng

Khi chn thm nhp th trng nc ngoi bng phng thc xut khu trc tip cng
ty s c c hi thu c li nhun cao hn tuy nhin ri ro ca phng thc ny cng
khng t.
RI RO

NGUYN NHN

GII PHP

Ri ro mi trng Cng ty khng am hiu v th Nghin cu k v mi trng

kinh doanh

trng nc ngoi s gp phi kinh doanh ti Vit Nam trc khi

nhiu ri ro cc yu t ca mi thm nhp. Nm vng c im
trng thay i nh mi trng th trng, i th cnh tranh,
cng ngh, vn ho, x hi, lut khch hng. Bn cnh phi d
php, chnh tr. Khi xut khu trc bo nhng thay i ca mi
tip lc ny cng ty phi trc tip trng kinh doanh a ra
bn sn phm ra th trng nc nhng phn ng kp thi.
ngoi nn chu nhiu p lc t mi
trng kinh doanh ca nc s ti.

Ri ro khi khch Do kinh doanh trn mt th trng Thit lp chin lc marketing

hng thay i s mi nn nu cng ty khng nm bt hon chnh, d bo v kim sot
thch, th hiu.

c nhng thay i trong hnh vi vic thc hin k hoch hiu qu

ca khch hng i vi sn phm v phn ng kp thi khi c nhng
s gp nhiu bt li.

yu t bt li.

80

Ri ro ngun nhn Ngun nhn lc cha kinh o to i ng qun l, bn hng

nghim thu hiu v th trng nn iu hnh tt vic kinh doanh

lc

khng tip cn c khch hng ti th trng Vit Nam.

lm nh hng n doanh thu tiu
th ca cng ty.

Xut khu gp kh Ri ro v t gi.

Nng cao ngun lc ti chnh

khn

phng nhng trng hp doanh

nghip thua l trong nhng nm
u thm nhp vo Vit Nam.

Khng ch ng Do khng sn xut nc ngoi, C s lin kt cht ch vi nh

c sn phm khi trong qu trnh vn chuyn sn sn xut v cc nh cung ng vn
cn hoc tht thot phm b trc trc.

ti m bo hng ho kp thi

h hng hng ho.

p ng nhu cu vi chi ph thp

nht.

Cnh tranh vi i Do i th cnh tranh hiu r v Nghin cu k th trng v chin

th hin hu trong khch hng ni a v c nhiu lc ca i th cnh tranh c
ngnh

phn ng cnh tranh khi cng ty bin php phn ng kp thi.

thm nhp vo th trng.

5.2.2. Ri ro trong chin lc sn phm

81

RI RO

NGUYN NHN

GII PHP

- Cht lng sn - Do kim nh cht lng hng - C s kim tra cht ch cht
phm cha t tiu nhp khu t Trung Quc, cng lng sn phm trong qu trnh
nh qu trnh quy nh tiu chun nhp khu.

chun.

nguyn vt liu d bn Trung Quc

sn xut xy ra s st.

- Tng cng kim tra quy trnh

sn xut cng nh qu trnh mua

- Mt khc, do mt hng sn xut nguyn vt liu ca bn i tc

ti Trung Quc nn gy hoang Trung Quc
mang cho ngi tiu dng v cht
lng sn phm.

- Trn bao b nn in cc gii

thng v cht lng cng c
nim tin cho cc bc ph huynh.

- Sn phm s - Cha hiu r v vn ha, ngn - Nghin cu k th trng v mi

dng khi dch sang ng v thun phong m tc Vit trng vn ha Vit Nam, ngn
ting Vit c th Nam.

ng s dng ca sn phm.

gy hiu lm.
-Khch hng c th Sn phm l sn phm mang tnh -Nhn mnh im khc bit ca
Cuboro nhm ln cht l sn phm xp hnh, thm Cuboro so vi cc sn phm ang
vi cc sn phm vo trn th trng Vit c c mt trn th trng, qung co,
tng t trn th nhng b xp hnh ca Lego v t xux1 tin nn nu r v lm ni
trng

Trung Quc

bt c gi tr ca sn phm

5.2.3. Ri ro trong chin lc gi

82

Ri ro

Nguyn nhn

Gii php xut

Vic nh gi Hng ca cng ty ch yu l Cn c cc chin lc ti u ho cc

theo chi ph s xut khu, nn chi ph mua hng chi ph khc nng cao hiu qu
gy kh khn l c nh

kinh doanh.

trong

vic

Mt khc nu c iu kin xy dng

mun ct gim

nh my th nn c chin lc sn

cc chi ph.

xut ti ch trong tng lai.

Bi ri trong Gi c ca mnh cng c nh Nn bnh tnh suy xt k khi m i

k hoch gi theo gi ca i th.

th c nhng ng thi v gi c,

nu nh cc

khng nn c bm theo i th tng

i th thay

bc mt.

i bt thng.

Nghin cu k cng i th trc

khi a ra quyt nh.

Kh hng ti Sn phm c nh gi cao, l Pht trin sn phm, co th l s nh

nhiu

phn sn phm cao cp nn ri ro l

v cho mt dng sn phm khc

khc th trng

Curoro nhng vn mang tnh l pht

khc

trin tr tu. Nhng thay i cht

trong

tng lai, do

liu, mu m.

c im thu
nhp

trung

bnh ca Vit
Nam cha cao.
D b nh gi Xu hng ca ngi Vit Nam Nn hoch nh chng trnh khuyn
thp

nu

c kh nhy cm v gi cng nh mi ph hp, v c thi gian, mc

khuyn mi hng n chin lc gi, c khuyn mi, linh hot trong k hoch
t.

bit khi c cc chin lc nhng vn phi gi vng hnh nh

83

khuyn mi.

nh v thng hiu mnh.

Chin lc gi Do h cha thm nhp, nn Tranh th li th ca ngi i u

ca cc i th cha th bit c h c phi l to v gi vng th phn hin ti,
tim nng.

i th trc tip cu mnh hay khng nh thng hiu trong lng

khng m ra chin lc gi.

khch hng.
Bn cnh , cng cn thay i v
sn phm, khng nh cht lng.
Gi vng tinh thn v bnh tnh khi
a ra quyt nh gi ph hp ngay
trc khi i th tung sn phm.

Cc nh phn Chng ta khng phi l phn Gim st k hn cc knh.

phi d thay phi theo hnh thc i l.

To ra cc gi kch thch nhm tng

i gi c ca

mc thn thit vi nh phn phi

mnh v mc

d dng kim sot.

ch ring.

Thnh lp showroom khch hng

bit c gi chnh thc ca mnh
m so snh.

5.2.4. Ri ro trong chin lc phn phi:

84

Ri ro

Nguyn nhn

Gii php

Hng ho nhp khng ng

Do phi nhp hng nn vic

C mt b phn chuyn v

tin

thiu hng c th xy ra do

kho bi v qun l xut

chm tr hay mt l do no

nhp khu m bo

tng t

lng hng.

Trung gian phn phi kh

Do phn phi theo hnh

Xy dng showroom

kim sot

thc mua i bn li, khng

Tng bc hon thin h

phi l i l

thng phn phi ring ca

mnh ti Vit Nam.

B gii hn v v tr, mt s

Ch tp trung vo thnh ph

y dng h thng giao

khu vc mua mua hng th

H Ch Minh lc u

nhn, c th nh cc trung

ch mua qua mng v vn

gian h tr.

chuyn n thi.

Xy dng trang
web sao cho c
th t mua trc
tip trn .

Cnh tranh ngay ti trung

Do khng ch c sn phm

H tr v trng by sn

gian phn phi

Cuboro c trng by

phm tng tnh n tng

cho sn phm ti ca hng
phn phi

Cnh tranh gia cc nh

Do cha c ch tm, ch

Xy dng chin lc ko,

phn phi, ri ro kh tm

yu l mnh phi tm n

hon thin c ch tuyn

c nh phn phi tt.

nh phn phi.

chn t hiu qu co,

Tiu chun chn knh phn

nhanh chng.

phi ca ta.
5.2.5. Ri ro trong chin lc xc tin:

Ri ro

Nguyn nhn

Gii php

85

Ri ro v chi ph

Do nhng nguyn nhn Cc hot ng c t

Chi ph s dng cho cc ch quan nh cng ty chc, i km vi hot ng

hot ng xc tin, qung ch ng tng cng kim tra gim thiu ti
co chiu th b y ln cc hot ng xc tin a cc ri ro, sai st.
cao, c th nhiu hn so cnh tranh vi cc Thc hin nh gi tc
vi d kin, lm gim li i th khc. Ngoi ra ng ca tng cng c
nhun ca cng ty.

vic tng chi ph c th marketing, loi b nhng

c l gii l do lm chng trnh km hiu qu
hoc vic tng i ng m phn ca cng

pht,
gi

ngt

trong ty hot ng hiu qu nn

ngnh gii trhoc p c th k c nhng hp

lc t pha i th ng m bo cht lng
cnh tranh nn buc vi mc gi hp l.
cng ty phi chi nhiu
hn.
Ri ro v tc ng

Thng tin trong cc Lp phng, ban chuyn ph

Mc tc ng vi chng
khch hng cha cao

trnh

qung trch phn qun tr ri ro

co, PR b bp mo, trong cng ty. Phng, ban

lch lc hoc c nhng ny c trch nhim a ra
tin n tht thit nh nhng tnh hung gi nh
hng xu n hnh c tc ng ln vi cng ty
nh cng ty.

v a ra chng trnh

Cc chng trnh phn hnh ng x l ri ro.

cm gy nh hng V khi xy ra tnh hung
n hnh nh cng ty xu tht s, y l b phn
cng nh l sn phm

ph trch cc hot ng x
l ri ro trn. Ngoi ra,

86

cng tham gia vo cc hot

ng, chin dch ca cng
ty thc hin cng tc
qun tr ri ro.
Kim duyt ni dung cc
thng ip mt cch chi tit
da trn nhng iu tra v
khch hng m bo
khng bp mo,lch lc
thng tin
Thu nhng cng ty chuyn
nghip cc chng trnh
t cht lng cao
Ri ro trong qu trnh thc Thiu kho st, nghin Bo m v thi gian, a
hin cc chng trnh

cu th trng hiu im ca cc chng trnh

Cc chng trnh xc tin qu, cha hiu ng cng nh hnh thc bt mt,
khng thu ht c s i tng khch hng ph hp vi th hiu ca
quan tm,ch ca cng mc tiu

khch hng mc tiu. iu

chng hoc cha nhm

ny c th thc hin c

ng khch hng mc tiu

thng qua vic iu tra th

trng v bo m cht
lng ca cc chng trnh

5.2.6. Ri ro trong tng cng c xc tin

Ri ro

Nguyn nhn

Gii php

Thng tin khuyn mi La chn knh cha Thc hin cc hot ng

87

thng xuyn khng c ng i tng khch iu tra v khch hng mc

ph bin, thng tin rng hng mc tiu.

tiu la chn hnh thc,

ri.

ni dung cc chng trnh,

s lng cc chng trnh,
cng c xc tin cho ph
hp, t hiu qu cao.

Ni dung chng trnh Thiu tm hiu v vn Phim qung co, poster,

qung co vi phm cc ha, php lut ca Vit banneru c thc hin
lut l v ni dung qung Nam.

bi cng ty chuyn nghip,

co, gy kin tng, tranh

v kim duyt cn thn m

chp

bo ni dung, hnh thc ph

hp vi quy nh ca php
lut v c cht lng cao

Khch hng hiu sai v Nhn vin bn hng Hun luyn v nng cao tinh
sn phm, khng hi lng cung cp thng tin thn trch nhim ca nhn
v cht lng phc v.

khng chnh xc v sn vin bn hng lun m

phm v cng ty

bo khch hng c thoi

K nng bn hng, thi mi

khng tt gy kh
chu cho khch hng
Thng

tin

khch hng.

khng

ti Tin nhn, th in t Khi gi thng tin qung co

b coi l tin rc v n khch hng, phi gi
khng n hp th ca km vi nhng thng tin
khch hng

hu ch. Ngoi ra cn phi

Lm phin khch hng c cch thc khch hng

khi gi thng tin v t chi nhn nhng thng
sn phm mi hoc cc tin qung co m khng

88

s kin

phi tn cng sc v chi ph.

Khng xin c giy Mi quan h khng Duy tr mi quan h tt i

php

rng ri.

vi cc c quan chc nng

Cng tc chun b khng

v i tc.

tt gy tr hon vic t

a ra cc k hoch thc

chc cc s kin.

hin chi tit, i km vi

ngi ph trch v thi gian
biu c th m bo tin
thc hin cng vic.

Gp cc s c k thut Khu chun b cha Chn cc i tc c tim

khi t chc s kin v d hiu qu.

lc, chuyn nghip trnh

nh h thng m thanh,

cc ri ro v s c k thut,

nh sng, ti liu in sai

hoc nu xy xa cng c

st

khc phc nhanh chng.

Thc hin lun i km vi
haojt ng kim tra, gim
st.

5.2.7.

Ri ro khc:

89

Ri ro
Nguyn nhn
1. Ri ro t khch hng
Khng
bn Khch hng cha bit nhiu v
c hng do sn phm, cha hiu cng dng
khch
hng cng nh tnh nng u vit ca
khng la chn sn phm.
sn phm.
Khch hng cha thc s bit
cch la chi cho con.

Bin php
Phi hp, thc hin chin lc
marketing ph hp vi tng giai
on pht trin sn phm, c bit
l chin lc xc tin.

Tng cng qung co, khuyn

mi vo giai on tung ra sn
phm mi, m bo truyn t
Thi quen mua cc chi ca tr thng ip v gi tr sn phm n
nh: robot, siu nhn,xe, bp b, khch hng, gip khch hng hiu
gu bng..
v sn phm.
nh vo tm l nui dy tr,
khng nh mc ch hng u ca
Cre8tivemind l pht trin tr
thng minh cho tr.
Khch hng thy gi c sn phm Pht trin cc cp sn phm
l t.
to ra s linh hot v gi v tng
s la chn cho khch hng.
S a dng cc loi chi tng
s la chn cho khch hng.
C chin lc khuyn mi v PR
hp dn nhm thu ht v kch thch
kh nng mua ca khch hng.

Do li k thut trong qu trnh sn C c ch m bo gii quyt tha

xut hoc do cht lng chm sc ng cho khch hng. Ch trng
khch hng cha c tt.
n cng tc tuyn dng, o to
v duy tr mt i ng chm sc
khch hng tt.
Do k hoch ph hoi ca i th Tm hiu r nguyn nhn, ngun
cnh tranh.
thng tin sai lch li ko khch
hng, c
90
Khch
hng Sn phm khng c g mi m Pht trin ci tin sn phm ngy
thay i th hoc qu kh b c th chi cng hp dn theo mc kh
hiu.
dn n b thy nhm chn.
tng dn c km theo sch hng
dn chi tit.
Khch
hng
khiu
ni,
khch
hng
khng dng sn
phm do b li
ko.

2. Ri ro t nh phn phi ( trung gian)

Uy tn, hnh Cc nh phn phi v bn l thc
nh,
thng hin khng ng theo chng
hiu cng ty b trnh khuyn mi ca cng ty.
nh hng.

La chn knh phn phi v bn l

mt cch cn thn, ng thi thit
lp b phn kim tra gim st hot
ng phn phi sn phm ca
Cre8tivemind mt cch cht ch.
Cc nh phn phi v bn l t Qui nh r rng trong hp ng
tng gi lm khch hng hiu lm v mc gi sn phm ca cng ty.
rng gi c c s sai lch, hoc
cc nh phn phi v bn l t Duy tr mi quan h tt p gia
gim gi s nh hng ti thng cng ty v knh phn phi, bn l.
hiu sn phm cao cp.

3. Ri ro t i th cnh tranh
Li ko, mua Nhm h thp uy tn ca cng ty,
chuc
khch lm cho ngi tiu dng hoang
hng tung tin mang v sn phm vi mc tiu
n th thit v cui cng l loi b sn phm.
sn phm hnh
nh ca cng
ty.

Phi lun lun cnh gic v

phng, ch ng trong phng nga
nhng m mu ca i th cnh
tranh. Tm hiu k i th cnh
tranh.

Tn dng li th v cht lng

nguyn liu, cng nh chc nng
c bit ca sn phm khng
nh uy tn thng hiu.
Nhm chim lnh th trng, do Hp tc vi i th thi gian u,
th trng cn c nhu cu cao nn tranh th qung b hnh nh cng
cc i th cnh tranh cng mong ty c ch ng trong lng cng
mun tranh ginh th phn.
chng.

Sn xut cc
sn phm ging
hoc ci tin
sn phm ca
cng ty vi gi
r hn.
Thu tm cc Gy kh khn cho hot ng phn Duy tr mi quan h n nh vi
knh
phn phi sn phm ca Cre8tivemind knh phn phi, bn l km theo
phi, bn l
dn n tn kho, ng. Nhm ch hoa hng hp l.
loi b sn phm.
C b phn thng tin cp nht
thng xuyn gip khch hng
phn bit c sn phm tt v
cc tin n tht thit.
Ri ro
Bin php
4. Ri ro t nhng chnh sch ca chnh ph
Cc chnh sch ca chnh ph, Nh Thng xuyn cp nhp nhng chnh sch, yu

91

nc lin quan n thu nhp khu

mt hng chi, hin nay cc sn
phm chi nhp khu vo Vit
Nam phi c gn du hp quy CR
(thiu du CR s b tch thu v s l).
Ngoi ra, chnh sch ny cng nh
hng n s cnh tranh gia cc
cng ty cng ngnh v l mt ro cn
hay c hi cc i th cng ngnh
tim n khc gia nhp vo th trng.
Cc chnh sch ca chnh ph v vic
gia nhp ngnh chi tr em. Cc
chnh sch ny c nh hng n i
th cnh tranh tim n.

Cc chnh sch ca chnh ph v

qung co, tip th, PR cc loi
chi tr em( c bit l chi thng
minh)
Cc chnh sch v gi ca cc loi
chi tr em.

cu ca chnh ph i vi mt hng chi tr

em.
Thc hin ng cc quy nh v nhp khu, cc
quy cch v ng gi, bao b, chng nhn.

Khng ngng nng cao cht lng sn phm, i

km vi chin lc xc tin( kt hp cc cng
c qung co,khuyn mi, PR..) nh v mt
thng hiu vng chc trong tm tr khch hng.
Tng doanh s bn, tng th phn dnh li th
so vi i th tim n hoc i th mi gia nhp
ngnh.
Tm hiu k cc vn bn php lut, cc quy nh
ca nh nc i vi hot ng xc tin sn
phm chi tr em p dng mt cch chnh
xc.
Tun th theo quy nh ca php lut Vit Nam,
ng thi tit kim cc khon chi ph khng cn
thit nh hng ti gi thnh sn phm.

5. Ri ro t cng ng
C nhng bi vit t bo ch lin quan Xem xt ni dung nhng bi bo , pht hin
n sn phm chi ca cng ty.
xem c nhng bi bo no nh hng xu n
hnh nh ca cng ty. Nu c cn xem xt nguyn
nhn, ni dung ca bi bo c tht hay khng
c th nh chnh hoc khc phc nhng sai lm
kp thi.
To mi quan h tt p vi gii bo ch.
C nhng tin n v sn phm ca iu tra ngun gc tin n, cn c vo ni dung
cng ty.
tin n lm r vn . Tn dng li th v
cht lng sn phm chi cao cp cng nh

92

chc nng c bit ca sn phm khng nh

uy tn ca cng ty.

Chng 6: PHN B NGN SCH

6.1

Phn b ngn sch

6.2 D kin li l
6.3 nh gi, kim tra
Kim tra marketing nhm pht hin nhng sai lch gia thc hin vi k hoch, xc nh
nguyn nhn gy nn sai lch; trn c s a ra cc gii php iu chnh nhm t
c mc tiu k vng. Cng ty s thc hin cc loi kim tra marketing sau: Kim tra
k hoch nm, kim tra kh nng sinh li, kim tra hiu sut, kim tra chin lc.

93

MC LC
Chng 1: Tng quan v cng ty Cre8tive Minds ............................................................ 1
1.1

Gii thiu Cre8tive Minds Group .......................................................................... 1

C cu t chc ...................................................................................................... 1
S mng, mc tiu, tm nhn .............................................................................. 2
Slogan v Logo ..................................................................................................... 2
nh hng pht trin ......................................................................................... 3

1.2

Cng ty Cre8tive Minds ti Vit Nam ................................................................... 4

Chng nhn tiu chun cht lng .................................................................... 5
C cu t chc ...................................................................................................... 5
S mnh, tm nhn, mc tiu .............................................................................. 6
Phng thc thm nhp th trng Vit Nam .................................................. 6

Chng 2: Nghin cu th trng Vit Nam ....................................................................... 8

2.1

Phn tch c hi v thch thc t mi trng v m ............................................. 8

2.1.1 C hi ................................................................................................................... 8
2.1.2 Thch thc ............................................................................................................ 9
2.2

Phn tch mi trng vi m theo m hnh 5 p lc cnh tranh ca Michael Porter

9

2.2.1

Phn tch i th tim nng .......................................................................... 9

2.2.2

Phn tch i th sn phm thay th ........................................................... 11

94

2.2.3

p lc cnh tranh t khch hng ............................................................... 12

2.2.4

p lc t nh cung cp ................................................................................ 13

2.2.5

Cc i th cnh tranh hin hu trong ngnh .............................................. 14

a)

Phn tch im mnh im yu ca i th cnh tranh ................................. 14

b)

Ma trn v th cnh tranh .................................................................................. 16

Chng 3: Phn khc th trng v nh v thng hiu .................................................. 18

Phn khc th trng ............................................................................................ 18

3.1

3.1.1.

Phn khc th trng theo li ch................................................................. 18

3.1.2.

nh gi cc phn khc th trng .............................................................. 18

a)

Quy m v tc tng trng .......................................................................... 18

b)

Mc hp dn ca cc phn khc th trng ................................................. 19

nh v thng hiu ............................................................................................. 20

3.2

3.2.1.

La chn th trng mc tiu ........................................................................ 20

3.2.2.

La chn khch hng mc tiu ..................................................................... 20

3.2.3.

Chin lc thng hiu ................................................................................. 21

a)

Tnh hnh cnh tranh trn th trng v hot ng ca i th cnh tranh .... 22

b)

Thu hiu khch hng mc tiu ........................................................................ 23

c)

Bn sc, tnh cch thng hiu - Playing is the beginning of Learning ... Error!

Bookmark not defined.

Chng 4: Chin lc marketing mix ............................................................................... 23
4.1

Chin lc sn phm ............................................................................................ 24

4.1.1.

Gii thiu sn phm Cuboro Cugolino ......................................................... 24

95

4.1.1.1.

Cuboro Cugolino l g? .......................................................................... 24

4.1.1.2.

Sn phm Cuboro Cugolino ti Vit Nam.............................................. 25

4.1.1.3.

M t sn phm Cuboro Cugolino ......................................................... 28

a.

Sn phm ct li .......................................................................................... 28

b.

Sn phm c th .......................................................................................... 29

c.

Sn phm gia tng ....................................................................................... 32

d.

Sn phm tim nng.................................................................................... 33

4.1.2.

Chin lc sn phm : ................................................................................. 33

4.1.3.

Phng thc pht trin sn phm ti th trng Vit Nam ....................... 34

4.2

Chin lc gi ....................................................................................................... 36

4.2.1

Nhng yu t nh hng n vic nh gi ca cng ty ............................... 36

4.2.2

nh gi ........................................................................................................ 36

4.2.3

Chin lc gi .............................................................................................. 38

4.2.3.1 Ch ng tng gi ...................................................................................... 38

4.2.3.2 Ch ng gim gi ..................................................................................... 39
4.2.3.3 Phn ng i vi s thay i gi ............................................................... 39
4.3

Chin lc phn phi ............................................................................................ 40

4.3.1.

Chc nng ca knh phn phi ..................................................................... 40

4.3.2.

Quyt nh knh phn phi ......................................................................... 41

4.3.2.1. Cc yu t nh hng n cu trc knh ............................................ 41

4.3.2.2. Quyt nh knh phn phi .................................................................. 42
4.3.3.

Qun l knh phn phi ................................................................................ 45

96

4.4

4.3.3.1.

Mc tiu .................................................................................................. 45

4.3.3.2.

Qun l knh phn phi.......................................................................... 45

Chin lc xc tin ............................................................................................... 48

4.4.1

Mc tiu ca chin lc xc tin ................................................................ 48

4.4.2

Cc chin lc xc tin................................................................................ 48

4.4.3

Bn tm tt cc chin lc xc tin ............................................................ 49

4.4.4

Khung thi gian ca cc hot ng xc tin .............................................. 51

4.4.5

La chn phng tin xc tin ................................................................... 54

4.4.5.1 Marketing trc tip ................................................................................ 54

4.4.5.2 Qung co .............................................................................................. 56
4.4.5.3 Khuyn mi ............................................................................................ 59
4.4.5.4 PR ........................................................................................................... 60
Chng 5: D bo ............................................................................................................. 63
5.1

D bo doanh s v th phn ................................................................................. 63

5.2

D bo ri ro ......................................................................................................... 80

a.

Ri ro trong chin lc sn phm .................................................................. 80

b.

Ri ro trong chin lc gi ............................................................................. 82

c.

Ri ro trong chin lc phn phi ................. Error! Bookmark not defined.

d.

Ri ro trong chin lc xc tin ..................... Error! Bookmark not defined.

Chng 6: Phn b ngn sch ........................................................................................... 84

6.1

Phn b ngn sch ................................................................................................. 93

6.2

D kin li l ..................................................................................................... 93

97

6.3

nh gi, kim tra ................................................................................................. 93

98